BBDO Creative Brief:

Starbucks

Amy Baum, Courtney Martin, Jennifer Cage, Samuel Chlebowski, Tara

Goutermout
Agenda
Who are the Consumers?

What is the most valuable target?

Consumer Insight
Creative Strategy

Media Strategy
Consumer Segments
Freelancer
Males
25 and up
Full time employed

“My life is pretty hectic right

now, jumping from meeting
to meeting.”
Locals

Not a demographic but a

psychographic

“I can’t imagine supporting

a brand or event
that isn’t community-oriented”
-Clayton, Interviewee
 The
Quick-fixer
M/F 18-34
Skews female
Student or employed

“Staying organized and

confident is important if
you’re as busy as me.”
 Time Killers
18-24 F/M
College students

“I like having an easy going lifestyle

because I know as soon as I get out of
college life will be more hectic”
Females 18-24 Social Butterflies
College student

“If you don’t have

family, then what do you
have?”
-Liz (interviewee)
Why Social Butterflies?
The “Starbucks Generation”

trend setters

social media generation

energetic personalities
Consumer Insight

Social Butterflies crave to maintain all

of their relationships.

Starbucks creates a third space for

them to connect and reconnect.
“As far as I’m concerned spending money on coffee is an
investment...an investment in spending time with friends
and family...it’s time you have to savor, life is fleeting…”

-Clayton, Interviewee
“I go to Starbucks to catch up with my friend from UCLA
when he comes home for winter break.”

-Focus group participant

Brand Positioning Statement
BRAND: Starbucks

TARGET: 15-65 years old, consumers who buy café drinks

BENEFIT: Third space

SUPPORT FOR BENEFIT: Starbucks is a comfortable in-between to spend

your time or recharge your day when you’re not at home or at work

BRAND PERSONALITY: warm, consistent, conversational

Personality of the Campaign
It’s more that just a
cup of coffee ...
Media Strategy
Media Strategy
Don’t forget to
reconnect with a friend
this month:
“Here’s a 2 for 1 coupon
to share”
Meeting for that monthly coffee is more
important than you think.

Social Butterflies make Starbucks

the place where you can foster relationships
over a cup of coffee.
Questions?