⛾ Starbucks' Free M*lk
Big news about “milk”
In the fall of 2024, a cloak and dagger CEO swap made media waves, bringing a rare, hopeful feeling to employees and shareholders at Starbucks. As the only ad agency creatives embedded at the headquarters in Seattle, our unfettered client access helped us snowball that hopeful feeling. We handed the new CEO an easy win that signaled positive change was coming.
“Charge less,” we said, holding up a social listening report about oatmilk. “Get rid of the surcharge for milk substitutes with a swipe of your pen right before your first earnings call.” He bought it. Analyst phones were positively buzzing when they tuned in.
Frothy RESULTS
Our stunt generated refreshing momentum for the struggling brand, surpassing 2,000 earned media placements in 48 hours. And despite an otherwise rough earnings call, Starbucks shares rose.
“Starbucks is giving almond milk lovers and oat milk enthusiasts a holiday gift this year.”
“Non-dairy milk lovers, rejoice.”
“Starbucks is wading through a frothy foam of challenges but has some big plans to get back in customers’ good graces.”
“This shift not only aligns with growing demand for plant-based options but also makes sustainable choices more accessible.”
“With this new change in Starbucks policy, we can all try out new milk alternatives and flavors, making our go-to drinks even better!”
