Starbucks Debuts First-Ever Ready-To-Drink Portfolio Campaign

The marketing push features Chance the Rapper

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

When the pandemic hit and society shut down, more people started brewing their coffee at home. This change in behavior, coupled with declines in tourism and commuting to work, hurt Starbucks. The coffee chain’s total revenue dropped 11% to $23.5 billion for its fiscal year ending September 27.

As in-store sales recover, Starbucks is focusing on a bright spot: its ready-to-drink (RTD) products, which include canned Nitro Cold Brews and bottled Frappuccinos. The business unit saw a 23% year-over-year sales increase during the company’s latest quarter, according to Starbucks.

Now,

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in