And the summer keeps going! “Summer On” was the motto under which Starbucks Germany presented its coffee free specialties such as Refresha™ and Tea Frappuccino®. But the coffee lovers didn’t miss out either with the new Iced Shaken Starbucks Doubleshots™.
Objective and implementation:
For the “Summer II” promotion, every Starbucks Coffee House received a package of different advertising materials, which consists of German adaptations of US designs as well as newly developed layouts. It included posters, window decals, fabric banners and finished printed material. Smaller promotions such as the Treat Receipt were also started. On certain days, the guests had the opportunity to enjoy a drink of their choice on the same day or next day at half price when they presented their receipt. Every store also received information pamphlets of about 70 pages, whereby the partners explained the contents, tasks and goals for the new promotion.