Lesson # 1 Keep it simple
At first glance, this Starbucks Blonde Espresso Break The Rules campaign seems like some simple messaging but I beg to differ. Sometimes the simpler the message the deeper and more thought out your wording must be. I can tell many decisions were made in order to bring this campaign to fruition.
My goal is to make a quick overview and analyze the ideas with this Starbucks blonde espresso break the rules marketing analysis.
The campaign messaging
Judging by how selective they were on their messaging, Starbucks definitely took some time to do some keyword research. This makes sense. In order to capture your audience attention, you need to be very strategic with the words you choose. It is imperative that you do some keyword research to make sure you position your messaging to create an emotion.
Here is my take on the keywords selected for this campaign.
Blonde – Cute, sexy, sweet, aromatic, visually beautiful, bright.
Break The Rules – Edgy, trendy, ahead of the curve, naughty, new, sex in the city with an urban twist, fashionable, cool and classy,
Between the storefront, website, physical in-store signage and the mobile app only 3 colors were chosen. Colors are very important because some people might find it hard to put words to emotions. Here is a quick breakdown of the emotions that the colors used can inspire.
Yellow is a color associated with joy, coziness, warmth happiness, intellect, boundless energy which in turn makes people feel stimulated.
White is a color associated with simplicity, cleanliness, softness, purity.
Black is stern and formal, authoritative, serious, conventional and elegant.
This combination provides a simple color scheme providing a contrast which is important in helping the eye navigate to the messaging and call to action.
Typography and images
They font mostly used is Italicized trade gothic with different font sizes and layouts among the marketing assets.
Even Though all the drinks stand out on their own, together they make a complete package. Everything is thought out. The depth in the bubbles, the mug used and the positioning of the ice. Below we will analyze this in more depth.
Lesson #2 consistency through all platforms
It does not take much to see how well this campaign was planned out. Here is an overview of the different entry points where Starbucks made sure to brand their message and drive sales.
From the images below we can see the product is broken down into 4 different sections.
- The messaging (Company name/product name).
- The Image (Represents the product providing a visual queue).
- The Text (Explaining the product with keywords and title of the product).
- Call to action (Try it).
On desktop they chose to break down the landing page into 8 different sections.
Main Navigation section– Includes 3 different links.
- Drinks (Takes you to the drinks menu page)
- Starbucks logo (Takes you to the home page)
- Find a store (Takes you to the map where you can find the closest store near you)
For the first time section As you scroll down the image changes as an animation to show the contrast of an existing espresso and the new espresso. I am being introduced to something new. Starbucks wants you to know that at their locations you have options for your espresso selections. Is it obvious?
The introduction A second espresso. The Blonde Espresso.
As we can see this introduction starts off with a question engaging the user. With that questions, they set your mind up to believe that espresso is an intense experience. Intense can be positive or negative. For those that believe intense is negative guess what, Starbucks company has the answer.
An espresso that’s subtly sweet. Smooth without the roasty edge. A whole new choice. After reading that all I can say is thank you Starbucks. Finally. After 43 years. Finally.
The stamp of approval The Starbucks coffee company stamp of approval roughens up the image in a classy way. It gives it a human touch. An additional layer of depth.
As you continue to scroll down an animated section highlighting the different drinks is shown. This section is about the creativity and user interactivity.
The video The emphasis on the video is all about the key words and options. Signature espresso, Blonde Espresso, Roasty, Subtly sweet, bold or smooth. Emphasis is made on not forgetting the emotion of the original espresso but yet they strategically highlight the difference of the new espresso giving you options. It is then followed by highlighting the keywords and images of the different styles of drinks created by the new blonde espresso.
The learn more slideshow section This is a slider area that highlights the different options with a learn more link that takes you to the product details page. This is important because it serves as a disclaimer and a way for consumers, Specifically who are health conscious and want to know the nutritional values of the drinks.
The web team still manage to put a bit of creativity on how they presented this information. The animation has a slight parallax effect.
Now serving section This is the area where the site makes it easy for you to find a location that is serving the new espresso. This section provides guidance to get you into the store.
Sign me up section A simple form where you can put your email and zip code for targeted location messaging. We notice the call to action has a deep contrast to the rest of the area. This is important because it guides the user’s eyes to clicking the sign-up button
We see a combination of horizontal and vertical messaging at their store front. This helps because it lets consumers know there is something new at the store. The typography is bold, all caps.
The vertical text on the door is a typographical decision that could have gone either way. Designed differently could have made the text more readable in a horizontal layout but with every location being different this store made use of the promotional assets as they saw fit.
Inside the store
The messaging is consistent with their online messaging.
Special things to notice regarding the sales funnel and the absolute take away.
They make it very simple to purchase The order ahead feature.
There is always a geeky boss ahead of the curve that can start a trend. You have to position yourself to make a sale as soon as possible.
If there is a customer that likes the order ahead feature and you don’t have it guess what, he and all of his friends might choose another location that offers the feature.
Research shows you can lose a sell from a customer that has the intent to purchase in a matter of seconds. Don’t put yourself at a disadvantage.
Guess how many seconds there are between the initial impression and the moment when the customer steps in the store and makes the purchase. A LOT
The lesson to be learned here is if you have a storefront and want to increase your sales remove all purchase obstacles. It can be a mobile app, or a phone system to take orders in advance etc. The more of these entry points you have the more your sales can increase.
The Verdict with Starbucks introducing Starbucks Blonde Espresso
This is a great example of a product launch that will absolutely resonate with its customer base. Bringing this new product line to market with its simple consistent messaging and its screaming call to action, Starbucks has positioned themselves to re energize its sells to existing and potentially new customers.
Let’s be honest, I am guilty of buying a blonde double espresso shot on day one. If you are Starbucks coffee lover, the odds of you not trying one of these blonde options are highly against you.