Tata Starbucks was about to reach its 100th store landmark in India, which also coincided with its 5th year anniversary in the country. The brand wanted to use this occasion to not only thank consumers for their love and support but to also welcome new users to experience the brand. To celebrate the milestone, every beverage was priced at INR 100 for one day. Our task was to encourage consumers (current and new) to line up across outlets in multiple cities.
While Starbucks had received great love and support from consumers across cities since its launch in India, the brand was still perceived as aspirational by many. With the 100-store opening, we wanted to open the brand to every coffee lover and new youth audiences with an offer they could not refuse/turn down.
We used an organic pull strategy to build FOMO around this never done before offer by Starbucks. This not only garnered curiosity and excitement but also led to every key publication wanting to cover the offer for their audiences. We focused on youth media outlets and hence associated with popular youth influencer platform Curly Tales to announce the offer. The countdown to the day was subsequently covered by all key youth portals and media including the Little Black Book, So Delhi, NDTV Food, What’s Hot etc, making the news go viral Buzz was also simultaneously created by bloggers and influencers with the hashtags #Starbucks100 #StoryInEveryCup.