Experiential activation and branding for Starbucks

Working alongside our sister company Promohire, Raccoon delivered a branding and experiential campaign for creative agency Space and their client Starbucks. The drinks brand wanted to stage a series of experiential activations to launch their Ready to Drink range which includes Starbucks Chilled Classics, Starbucks Bottled Frappuccino and Starbucks Doubleshot.

The main challenge for Raccoon was timing, as the campaign had an extremely short turn around. However, Raccoon is well known in the industry for mobilising branding solutions quickly and so we were approached to bring this campaign to life within a matter of days.

The first task was to hand paint our H-Van in the Starbucks livery as this vehicle was to be the travelling hub of the brand’s 12 week sampling campaign. Complete with bespoke on-board facilities to deliver chilled coffee giveaways, the vehicle was also a convenient storage facility for stock and in-store coupons that were to be distributed as part of the activation.

To manage the anticipated sampling quantities, Raccoon set to work on building chiller bins as these were required during the campaign from which to despatch additional samples. We built these from scratch using dibond, a lightweight aluminium composite with an extremely flat surface. This type of material was perfect as it enabled us to wrap the bins afterwards in the Starbucks branding and campaign messaging. The chiller bins were designed by Raccoon in two parts; the bottom box was a plinth on wheels that would enable them to be moved easily. The top half was made by utilising polyurethane insulation, as this part was required to keep the coffee samples chilled.

The brand provided bikes which would house a further chilled unit in order to maximise sampling output. Raccoon ensured these were branded as part of the campaign, as well as creating an A-board to grab attention.

Starbucks was looking to connect with consumers at their favourite supermarkets and surrounding areas. The sampling took place at Asda, Sainsburys, the Co-Op and Tesco as well as stations, high streets and business parks. Key UK cities such as London, Manchester, Birmingham and Glasgow were all included to ensure that the taste of Starbucks quality coffee could be enjoyed anywhere, any place and on the go.

The solutions provided by Raccoon enabled the brand to take their product across the country so consumers could experience the new product range. Richard Clark, MD at Raccoon said “This was a great opportunity for Raccoon to do what we do best: taking a brand or agency’s creative thinking and turning it into a reality. We have innovative solutions ready to go and brands like our can-do attitude where others have failed. It was great to be a part of this activation and our range of solutions enabled the brand to connect with their audience in an effective and memorable way”.