Starbucks begins holiday out-of-home campaign in Toronto
By Adnews Staff
Starbucks Coffee Canada has begun an out-of-home campaign in Toronto promoting the availability of its annual holiday season beverages. Yesterday, the outline of a cup was painted on an outside wall at a Starbucks location near the intersection of Yonge and Bloor Streets. Each day this week, more detail will be added to the creative until the red holiday beverage cup is completed. The finished ad will include the copy, "It only happens once a year." The creative was designed by Wieden + Kennedy of Portland, OR and tailored for the Toronto market. "Our customers anticipate the arrival of red cup each year, knowing that it means they can now come into Starbucks to enjoy our holiday beverages like the Eggnog Latte or the Peppermint Mocha," said Jessica Mills, regional marketing manager for Starbucks Coffee Canada. "This outdoor execution is a fun way to use traditional media in an untraditional way, and it lets everyone know that the Holidays have arrived at Starbucks." This execution is part of a larger outdoor campaign that will include holiday-themed executions along the Gardiner Express way and near some transit shelter areas through December.