Everyone loves Starbucks drinks. But how can we make branded drinkware (tumblers and cold cups) the star of the show?
To make drinkware a must-get, we will co-market with a major film release. We'll closely tie our products to the plot to reinforce the style and functional benefits.
We’ll play up the rivalry/friendship of the two witches from the movie, assigning hot, fiery, passionate drinks to Elphaba and cool, light, sweet and bubbly beverages to Glinda. Then
turn every Starbucks into an Emerald City Cafe where customers ”Choose Witch you Want”, hot or cold, which connects to keep-hot tumblers and cold cups.