Account Planners: Clyde Lee | Jessica Friedman

Creative Team: Alphie Ali | Thu-Nhi Nguyen

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Creative energy with a purposeCase Three

Marketing Objective:Starbucks Doubleshot will need to connect the two brands, building upon the cult following of current drinkers who use the product in impulse situations through convenience store purchases while leveraging the Starbucks brand of freshness and authenticity. In addition to this, we have the opportunity to leverage the HBO brand in a creative form that is seamless and relevant to the Doubleshot brand, product and target market. 

Who do we want to reach?“Young Guns” are 18 - 25 year old males

(core audience centered around 22-25 year olds), focused on accomplishing major goals in their life. With the skills that they have practiced, learned or self taught in preparation of graduation, opening their first business, launching a new art exhibit or anything that is creative or inspired by their personal drive.  

They are currently between doing something great and handling real world responsibilities i.e. working a crappy job while preparing for a career. Often they have to go back to the drawing board to readjust their path to success due to real life obstacles. For example, being a $1,000 short on tuition in their junior year of college.

What does this target think?I need a pick-me-up to get me through the day and ANY energy drink will do.

So what do we want them to do?Choose Doubleshot products as their go-to drink.

Insight:Superstars are created, the rest of us are born. Developing who you are through the help of liquid productivity.

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The Challenge

The Big Idea:Doubleshot helps me get to the place to get stuff done.

While the Starbucks flagship brand has went to market with a strategy of providing a great user experience, the Doubleshot brand has yet to establish a similar market place strategy which links it to a consistent behavior that is true to the product’s soul. Currently the Doubleshot brands have been competing with other energy drinks off of its strong brand association with Starbucks and cult following of drinkers who use the products as a tool to jump start their mornings or re-energize throughout the day.

The strategic direction behind the Doubleshot brand will be driven off of a need to find the white space in the energy drink market and own it with-in the young guns category. The white space in the energy drink market that is relevant to the brand is focus for the sake of accomplishing a goal or task. This is important to our intended group of potential users and needs to be leveraged in the Doubleshot messaging and marketing activations.

Carve out white space for the Doubleshot brand to own amongst competitors. First the brand will need to speak

authentically and directly to this group in situations that are pressure free. Next Doubleshot will rally the conversation to the support of the group, their dreams and goals in a creative space that is convenient to them. Finally, by providing the group with a medium to display their activities that they have focused on to create the next big thing it will provide confirmation of the Doubleshot sincerity.

Speak authentically to the young guns on their turf.

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By building trust across a target group at the infancy of their need for energy drinks, Doubleshot will begin to strategically set the brand apart as the target associate drinking for focus with the brand. With other energy drinks playing in a space of either energy for stamina or energy to wake up, this gives the Doubleshot brand an identity to own a white space in the energy drink market, supports the Starbucks flagship strategy and builds momentum around the quality taste.

Cultivate new badge cravers through an emotional brand connection.

Creative Strategy:Get into the Doubleshot zone. The mental area between productivity and creativity.

Engagement Strategy:Interactive and user generated system creating awareness with a grassroots digital focus that encourages participants to be productive and creative while increasing brand awareness.  

Create new logo

QR code flyers

Interactive web banner

Dedicated micro-site 4

The Creative

Activation Strategy: Launch an interactive campaign driven by students creative focus and dreams. Each participant will be asked to dedicate 30 minutes daily for 30 days to develop the next HBO hit series. The winners will be chosen by user generated views of developed work across all social media tools aggregated through The Zone website. Each month a new genre will be highlighted (i.e. directors, script writers, actors and camera operators etc.) over an entire school year to build a full film production team.

Partner with local campuses to build creative concept rooms for project development.

Social media will spread the word.

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The Execution

Hold an annual finale event at the end of the school with the creative material displayed in an art gallery format and screening event across all campuses.

In connection with the event a special advanced screening of a HBO series premier will drive participation and awareness.