STARBUCKS VIA EXTENSION by Hornall Anderson for Starbucks

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STARBUCKS VIA EXTENSION

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Industry Coffee, Tea, Breakfast Drinks, Cafe
Media Design & Branding
Market United States
Agency Hornall Anderson
Copywriter Ben Steele
Designer Javas Lehn, Kathleen Kennelly Ullman, David Phillips
Released November 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: STARBUCKS COFFEE COMPANY
Product/Service: STARBUCKS VIA
Agency: HORNALL ANDERSON
Chief Executive Officer/Creative Director: Jack Anderson (Hornall Anderson)
Creative Director/Designer: David Bates (Hornall Anderson)
Designer: Javas Lehn (Hornall Anderson)
Designer/Strategist: Nory Emori (Hornall Anderson)
Designer: Kathleen Kennelly Ullman (Hornall Anderson)
Designer: David Phillips (Hornall Anderson)
Strategy Director: Laura Jakobsen (Hornall Anderson)
Account Services Director: Julie Yoakum (Hornall Anderson)
Copywriter: Ben Steele (Hornall Anderson)
Production Designer: Michael Brugman (Hornall Anderson)
Production Designer: Julie Valdez (Hornall Anderson)
Production Designer: Cindy Chin (Hornall Anderson)
Production Designer: Jonas Land (Hornall Anderson)
Media placement: Starbucks VIA Packaging - Starbucks retail stores and grocery stores - 3 November, 2011

Describe the brief from the client
The wildly successful launch of Starbucks VIA Ready Brew, reaching $100 million in sales in just 10 months, proved that people not only accepted that Starbucks could produce premium instant coffee, but they were eager for it. This wasn't instant coffee brought to you by Starbucks; VIA was Starbucks coffee in a different form. It was time to extend the product line past the original offering.

Describe the challenges and key objectives
Now that VIA was a legitimate part of the Starbucks family, it was time to go big: expanding the line-up to more varieties and reaching out to more markets in both Starbucks retail and grocery.

Describe how you arrived at the final design
Everywhere in the world, a white cup with a green siren reinforces Starbucks' promise of a premium cup of coffee. We drew on the power of this respected and recognisable icon as the basis for the new packaging. The concept hinges on the idea that ‘premium lives inside’. In the cup is a representation of the taste of the coffee, be it the roast, blend or flavour, proudly sealed with the Starbucks badge. While promising the quality of the Starbucks café experience, the cup also serves as a keepsake element, and beacon in the noisy, competitive grocery aisle.

Give some indication of how successful the outcome was in the market
“The simple, yet brilliant design met the packaging challenge by transferring the quality and trust associated with beverages sold in Starbucks stores to VIA. Subtle, yet straightforward, sophisticated without being gimmicky. Utterly authentic.” - Starbucks CEO Howard Schultz