A project that I did for my Advertising Foundations course at DePaul University while pursuing my Master's degree in Communications, specializing in Advertising and Public Relations.

2. Starbucks is introducing a new
product: STARBUCKS GUM
Get the same taste and sensation of drinking
Starbucks coffee by chewing this gum -
Available in all of your favorite coffee flavors.

3. TODAY’S GOAL:
Combat any skepticism regarding the effectiveness of a caffeine gum +
prove that Starbucks Gum is the necessity that coffee drinkers never knew
they needed in their lives.

4. Situation
STRENGTHS WEAKNESSES
OPPORTUNITIES
● Starbucks is already one of the most
successful companies in the world
● Starbucks Gum effectively serves a specific
purpose to consumers
● Established customer base which makes
target demographics more accurate
● No data on the success of pre-existing
Starbucks accessories
● Consumer skepticism of the product
● Coffee breath
● Prove to customers that this is the product
they never knew they needed
● Make Starbucks Gum a necessity to
customers when they don’t have access to
Starbucks or need a little extra kick of
energy
OPPORTUNITIES
● Mars Wrigley “Alert” caffeine gum (only
similar product on the market)
● Other caffeinated coffee candies such
as Bali’s, Jitterbeans and more
THREATS

6. Target
ALL Starbucks Customers
Demographics:
● 25 - 50
● average income: $65,000 +
● Busy, active lifestyle
● Urban Environment
Psychographics:
● Curious and compulsive - easily swayed
● Modern and social conscious
● Relies on coffee, does not
necessarily drink it for enjoyment

7. Customer Insights
● Our target market consists of current Starbucks customers.
○ Already have and use the Starbucks app.
○ Are responsive to customer loyalty rewards programs.
● They are busy professionals who juggle multiple responsibilities.
○ Career, school, friends, family, artistic hobbies, etc.
● They get most of their news from social media.
○ Follows social media influencers.
○ Listens to Spotify, Pandora, and various podcasts

8. Focus
● Convenience
● Accessibility
● Alternative way to
consume coffee when
it is not available

9. Marketing Strategies
● Free Sampling Events Outdoors
● Business Conferences
● Starbucks Website & App
● Starbucks Card Holders
● OOH Advertisements (Trains, Bus,
Billboard, etc.)
● Podcasts/Radio/Spotify
● Free Piece with Purchase (One
Month Promotion)
● Print Ads within Starbuck Cafes

10. Business Conferences

11. OOH Ads

12. Social Media Ads

13. In Store Ads

14. App Ads

15. Above Communications
Account Planning
Jon Rice
Creative
Alan Grafton
Media Planning
Alyssa Damato
Production/Research
Kristina Antonova