STARBUCKS PROMOTES CUSTOMIZATION IN TORONTO
By Adnews Staff
Starbucks is encouraging customers in Toronto to customize their orders with a new campaign. Advertising created by LB Works of Chicago and adapted for the Canadian market by Echo Advertising of Toronto highlights the different options customers have when ordering their drink. For example, one execution features a cup sitting on a scale to illustrate the "non fat" milk option. Other executions feature a cup with an Afro to illustrate "extra foam" and a cup sitting on an ice cream cone to illustrate "with vanilla." These billboard executions will be accompanied with a three-dimension board going up Sunday at the corner of King Street West and Blue Jay Way. The 3-D board will feature a cup that blows steam from its lid every 15 minutes to illustrate the "extra hot" option. In addition to billboards, Starbucks' customization campaign also includes a station domination effort in the TTC's Yonge and Bloor Street station, print ads The Toronto Star, Toronto Life and The Globe and Mail and a direct mail component to subscribers of The Globe and Mail. Customers not familiar with the customization options available to them can pick up a pocket-size beverage guide in-stores that explains all of the options. Advertising is scheduled to run through March.