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Bottled Frappuccino(R) and Starbucks DoubleShot(TM) Advertising Gets Jolt With New National TV Commercials PURCHASE, N.Y., May 6, 2004 /PRNewswire-FirstCall via COMTEX/ -- Bottled Frappuccino(R) and Starbucks DoubleShot(TM), the two dominant brands in the ready-to-drink (RTD) coffee beverage category, offer inspiration for the long workday in new television advertising that will debut the week of May 10. The new 30-second TV commercials, produced by Fallon, N.Y., highlight two key occasions for the RTD coffee experience -- energizing for the day and helping to relax and get through the day. While maintaining distinct personalities -- Starbucks DoubleShot as the "get you going beverage" and bottled Frappuccino as the "afternoon break beverage" -- their advertising shares a common thread that uses music and humor to convey very basic messages. Titled "Glen," the DoubleShot commercial begins with a tired young man preparing for work. Once Glen begins drinking a DoubleShot, the music group Survivor appears in his home, sings a personalized version of their hit song "Eye of the Tiger" and energizes Glen for his journey to the office. The Frappuccino spot, titled "Stacey," follows a woman at work looking to take a break from her busy day. As Stacey drinks a Frappuccino, she is rescued by a doo-wop group that runs interference for her as co-workers try to interrupt her private "Stacey time." Finally, Stacey is able to relax and quietly enjoy her reward for the day. "Almost everyone can relate to a tough day at the office," said Jeff Dubiel, Director of Marketing for the North American Coffee Partnership. "By using music and humor, we believe these new commercials will connect the bottled Frappuccino and Starbucks DoubleShot brands with familiar RTD coffee occasions." Bottled Frappuccino and Starbucks DoubleShot are products of the North American Coffee Partnership (NACP), a joint venture between Pepsi-Cola North America and Starbucks Coffee Company. Celebrating its 10th anniversary later this year, the NACP currently holds a 90 percent share of the RTD coffee category and combines Starbucks' standing as the world's leading retailer, roaster and brand of specialty coffee with Pepsi's record of beverage innovation and distribution-system strength. There are currently six flavors in the bottled Frappuccino coffee drink lineup, including caramel, coffee, mocha, mocha lite, decaf mocha and vanilla. Starbucks DoubleShot features the delicious intensity of espresso mellowed by a touch of cream in a RTD coffee beverage. In addition to the TV commercials, Starbucks DoubleShot will launch a separate national radio campaign, complemented by regional grassroots sampling activity. Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the $4 billion refreshment beverage unit of PepsiCo Inc. (www.pepsico.com) in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Mug, Slice, Aquafina, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Starbucks Corporation is the leading retailer, roaster and brand of specialty coffee in the world, with more than 7,500 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim. The Company is committed to offering the highest quality coffee and the Starbucks Experience while conducting its business in ways that produce social, environmental and economic benefits for communities in which it does business. In addition to its retail operations, the Company produces and sells bottled Frappuccino(R) coffee drinks, Starbucks DoubleShot(TM) coffee drink, and a line of superpremium ice creams through its joint venture partnerships. The Company's brand portfolio provides a wide variety of consumer products. Tazo Tea's line of innovative premium teas and Hear Music's exceptional compact discs enhance the Starbucks Experience through best-of-class products. The Seattle's Best Coffee(R) and Torrefazione Italia(R) Coffee brands enable Starbucks to appeal to a broader consumer base by offering an alternative variety of coffee flavor profiles. SOURCE: Pepsi-Cola North America |
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