Starbucks Launches Mom-Focused Effort to Boost Refreshers

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What do you get when the leading specialty coffee brand partners with one of the largest online lifestyle networks and a global marketing research firm? Apparently, a successful sales boost. 

Starbucks recently partnered with SheKnows.com and Nielsen to create an online campaign to introduce the cafe’s Refreshers line to more women. The effort included custom content, sponsorships, display ads and high-impact re-skins that yielded an 11.3 percent rise in awareness among consumers exposed to the content. 

The campaign gave a palpable boost to Refreshers, which launched in 2012 as fruit-flavored iced coffee beverages that could be ordered in-store, but also sold in a ready-to-drink and VIA formats.[more]

“Innovation is at the core of everything we do,” Cliff Burrows, President Starbucks Americas, said at the time. “As the coffee category continues to evolve, our customers expect more and we are committed to bringing uniquely relevant products to market.” 

And targeting a relevant customer base. The partnership with SheKnows.com gave Starbucks access to influential moms, a likely key demographic for the fruity, but still caffeinated beverages. 

The chain has since continued to introduce beverages that stray from its central coffee product. It recently began testing “handcrafted” soft-drink products in stores in Atlanta and Austin that include fizzy spiced root beer, ginger ale and a lemon ale. The move is a part of its brand refresh and build-out that includes more tea offerings, snack and meal options and a more convenient, comfortable cafe environment. 

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