Most people associate Starbucks with the coffee bars where you get delicious coffee. But not everyone knows that Starbucks also sells coffee cups. In fact, Starbucks offers a wide range of different flavors of coffee for Nespresso machines. In order to draw the attention of target coffee drinkers from 'Nespresso compatibles' (such as L'Or, Illy and Douwe Egberts) to Starbucks coffee cups and to stimulate sales, Starbucks asked us to set up a sampling campaign.
In consultation with Starbucks, we had samples distributed at Carrefour supermarkets. Cashiers gave consumers a box of two different flavors of coffee and a flyer. The flyer included more information about the different types of coffee Starbucks offers, and a $1 discount coupon on the purchase of a package of Starbucks coffee. In addition, we asked consumers to participate in a short survey.
Thanks to this sampling campaign, approximately 30,000 (new) consumers were introduced to Starbucks coffee cups.
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