FUSSFACTORY
starbucks background.jpg

Starbucks Refreshers

Refreshing, lightly carbonated, botanically infused refreshment beverages rooted in green coffee extract.

Coffee Revolution 2.0

Coffee Revolution 2.0

In the 1990s, Starbucks redefined how people thought about coffee — from uneventful, to romantic and unexpected.

20+ years later, they were at it again, expanding the boundaries of what "coffee" is, redefining the category, and inviting consmers to experience coffee in a completely new way.

 

Strategic Challenge

Strategic Challenge

Coffee beverages, whether served hot or iced, traditionally start with mature coffee beans, roasted and ground.

Starbucks created a fresher, lighter, healthier cold-coffee experience, starting with an extract from un-roasted green coffee beans. Milder in flavor, higher in antioxidants, less processed, and more refreshing, this beverage was nothing like the "coffee" that everyone knew. 

The challenge in naming this line of beverages was one of redefinition; how to build on market leadership to expand the concept of a product category into a decidedly different area.

The beverage was a completely different expression of coffee, and the audience was quite different from the core Starbucks fan — more experimental and playful, more unconventional, more drawn to cold vs. hot beverages — but the product name needed to intuitively fit with the Starbucks brand personality. It had to feel inspiring, thoughtful, lively; it had to be simple — understanding the product itself was already a steep learning curve; and it had to ring true, to be authentic.

 

Fussfactory Solution

Fussfactory Solution

Starbucks Refreshers

The word refresh has several relevant meanings:

That it's re as in about being fresher

§  Superlative form of the word fresh; the word fresh has several relevant associations:

o    Recently harvested; natural pure and wholesome; not preserved or processed

o    New; excitingly or refreshingly different from what has been done previously

o    Alert and full of energy

o    Cool or colder than usual

o    Pleasantly bright, light, pure and clear

§  Speaks equally to the “one step younger” un-roasted coffee bean; to the “naturalness” of the botanical ingredients, as well as to the unique and unexpected combination of flavors; to the light color, texture, and flavor; to the refreshing nature of the beverage; and to the breakthrough new coffee category

§  Provides a noun to define this new category — as cooler is to juice, or smoothie is to yogurt, Fresher is an infusion from un-roasted coffee beans

Refresher; it is refreshing, and it make you feel refreshed with its gentle uplift

§  Works equally well as a graphic execution in the ready-to-drink world, and as a called-out order in the Starbucks retail locations

§  Addresses the experience and benefit of the drink, as well as supporting consumers’ education on the coffee life cycle

§  Authentic, human, inspiring, thoughtful, and lively

 

Something that refreshes, replenishes or makes one feel more energetic

Like a cooler or a smoothie, this defines the category — coffee in a fresher form, coffee that refreshes

 

WOrks on all the levels, a Fussfactory name.

 

and that it speaks to the differences from a roasted-coffee experience in both flavor and function — 

2.      Communication hierarchy/priorities:

a.      Flavor Experience — holistic refreshment; naturalness; health; lightness/freshness; purity; infused flavors

b.      Benefit — give a nod to green coffee and the efficacy/functionality of green coffee (antioxidants and “gentle energy”) as the platform’s key points of difference and reasons-for-being

c.      Coffeeness — convey rooted in a new form of coffee, fitting w/ Starbucks without the “coffee baggage”

3.      Distance the product from “traditional” coffee (no traditional coffee baggage); a feel of innovation and invention

4.      Intuitively cue light, juicy refreshment (in terms of flavor and consistency expectations)

5.      As much as possible distance the platform from other categories (i.e., not overtly anchor it to juice, tea or coffee)

6.      Skew simple vs. overly romantic (e.g., avoid overwhelming Italianness)

7.      Be cognizant of feedback on words “green” (me-too environmental halo) and “raw”  (bitter/unprocessed/un-crafted)

8.      Be extendable into a wider range of flavors and forms


 

KEY TAKEAWAY

A REFRESHING TAKE ON COFFEE, EXPERTLY CRAFTED TO BE LIGHT & HEALTHY JUST AS NATURE INTENDED

 

 EXPERTLY CRAFTED: Crafted with new coffee expertise     LIGHT & HEALTHY: Refreshment with a purpose  Naturally light in caffeine — for a gentle nudge of energy — and naturally packed with more antioxidants than green tea, this product is fresh, fragrant  refreshment with a purpose.  Drinking to your health has never tasted so good.  AS NATURE INTENDED: Natural ingredients and flavors   Pure, light and refreshing.  This product celebrates fresh flavors and ingredients. Starting with green, un-roasted coffee and infused with botanical flavors  inspired by the world of tea,  this is fresh, fruity refreshment just as Mother Nature intended.  COMPETITION: Many manufacturers have tried to launch coffee-based refreshment platforms. Most have failed because they have gone about it the same way — via products rooted in traditional brewed coffee force-fit with a more intuitively refreshing “side kick.”  UNUSUAL CHALLENGES: This product line breaks the mold of “coffee-based refreshment” via roots in a new form of coffee — green coffee extract. Many consumers do not understand the lifecycle of coffee. Educating on what green coffee extract is, why it matters, what it delivers, and how it relates to more known forms of coffee will be a key challenge.  COFFEE LIFE CYCLE  COFFEE CHERRY: Coffee begins its life as a fruit, often called the coffee cherry or coffeeberry. The fruit is harvested when it is ruby red and has a sweet, mildly fruit taste and the consistency and texture of a grape. It tastes like a mild fruit, not like traditional coffee.  UNROASTED GREEN COFFEE: After the coffee cherry is harvested, the ruby-red fruit is removed, leaving the un-roasted green coffee beans — mild in flavor with more antioxidants than green tea.  TRADITIONAL ROASTED COFFEE: The green coffee beans are then roasted — which changes the color, texture, and flavor — into traditional coffee which can be ground and brewed.

EXPERTLY CRAFTED: Crafted with new coffee expertise

 

LIGHT & HEALTHY: Refreshment with a purpose

Naturally light in caffeine — for a gentle nudge of energy — and naturally packed with more antioxidants than green tea, this product is fresh, fragrant refreshment with a purpose. Drinking to your health has never tasted so good.

AS NATURE INTENDED: Natural ingredients and flavors

Pure, light and refreshing. This product celebrates fresh flavors and ingredients. Starting with green, un-roasted coffee and infused with botanical flavors inspired by the world of tea, this is fresh, fruity refreshment just as Mother Nature intended.

COMPETITION: Many manufacturers have tried to launch coffee-based refreshment platforms. Most have failed because they have gone about it the same way — via products rooted in traditional brewed coffee force-fit with a more intuitively refreshing “side kick.”

UNUSUAL CHALLENGES: This product line breaks the mold of “coffee-based refreshment” via roots in a new form of coffee — green coffee extract. Many consumers do not understand the lifecycle of coffee. Educating on what green coffee extract is, why it matters, what it delivers, and how it relates to more known forms of coffee will be a key challenge.

COFFEE LIFE CYCLE

COFFEE CHERRY: Coffee begins its life as a fruit, often called the coffee cherry or coffeeberry. The fruit is harvested when it is ruby red and has a sweet, mildly fruit taste and the consistency and texture of a grape. It tastes like a mild fruit, not like traditional coffee.

UNROASTED GREEN COFFEE: After the coffee cherry is harvested, the ruby-red fruit is removed, leaving the un-roasted green coffee beans — mild in flavor with more antioxidants than green tea.

TRADITIONAL ROASTED COFFEE: The green coffee beans are then roasted — which changes the color, texture, and flavor — into traditional coffee which can be ground and brewed.

Fussfactory Solution

Fussfactory Solution

It's Fresher

§  Superlative form of the word fresh; the word fresh has several relevant associations:

o    Recently harvested; natural pure and wholesome; not preserved or processed

o    New; excitingly or refreshingly different from what has been done previously

o    Alert and full of energy

o    Cool or colder than usual

o    Pleasantly bright, light, pure and clear

§  Speaks equally to the “one step younger” un-roasted coffee bean; to the “naturalness” of the botanical ingredients, as well as to the unique and unexpected combination of flavors; to the light color, texture, and flavor; to the refreshing nature of the beverage; and to the breakthrough new coffee category

§  Provides a noun to define this new category — as cooler is to juice, or smoothie is to yogurt, Fresher is an infusion from un-roasted coffee beans

§  Suggests a shortened form of refresher’Fresher; it is refreshing, and it make you feel refreshed with its gentle uplift

§  Works equally well as a graphic execution in the ready-to-drink world, and as a called-out order in the Starbucks retail locations

§  Broad enough term can easily expand to include cold drinks from any part of the coffee life cycle — the blossom, flower, berry, or bean

§  Addresses the experience and benefit of the drink, as well as supporting consumers’ education on the coffee life cycle

§  Authentic, human, inspiring, thoughtful, and lively

 

Something that refreshes, replenishes or makes one feel more energetic

Like a cooler or a smoothie, this defines the category — coffee in a fresher form, coffee that refreshes

 

WOrks on all the levels, a Fussfactory name.