Starbucks Double Shot

Presentation

Double shot is a new range of products of the American brand Starbucks. It is a composed of two products: DoubleShot Espresso Doppio (full coffee flavour) and DoubleShot Espresso Con Panna (with milk). It is their second launch of a RTD (Ready-To-Drink) premium coffee beverages in Japan, after the Discoveries (chilled up coffee) in 2005. The RTD market in Japan represents $8.4 billion. Starbucks went into a partnership with Suntory to be able to enter the Japanese market.

Targeting the Japanese market

They are especially targeting the Japanese market and tastes. Starbucks is really willing to locate itself in the Japanese country: they even created a Kyoto Matcha Latte to better please its Japanese customers.

Doubleshot RTD has been created to fill the Japanese need of speed and energy.
In Japan, we cannot find easily coffee machines, like in France, where you have to wait your cup being fulled up with hot coffee. Here in Japan, everybody is rushing and in constant lack of time. DoubleShot is already hot, and the can is more easily transported in a bag or with hand, than a unstable plastic cup.

It has just been launch few days ago, 21th October. It coincides with the arrival of colder days in Japan. It allows Starbucks to touch a different type of customers: before, they were only targeting people who like to take their time, and to pause in their coffee house. With RTD, they target working people, who would consume DoubleShot on their way to work.

The can has been redesigned for the Japanese market : it is much more stylish than the American DoubleShot line.

DoubleShot is sold in convenient stores and vending machines. Indeed, the new politic of Starbucks is to extend their distribution channels into new ones.

Promotion

Ads for DoubleShot have been mainly presented in subways coaches, platforms and stations. Indeed, it is here Starbucks will touch its core consumers for DoubleShot. It uses a technique of repetition, by renting in a whole coach, or on a whole part of the platform all the advertising space. There, one could only see Starbucks Doubleshot ads, without parasites ads.
Ads look like watercolor. They are clearly targeting men : indeed, the two characters are wearing suits.

Above, Starbucks DoubleShot ads in Shibuya JR Station

Idem.

Here, the ad is the combination of the three other ads of DoubleShot : two men, in red and blue, drinking DoubleShot, and a coffee machine.



This is the first of the three ads available in the subway (The espresso coffee machine pouring coffee for two cups, which falls directly in the can of DoubleShot, which clearly indicates a double dose of cafeine)
This salarymen may afterall need some coffee shots to stand the day ...

This is the second one (in red) who is handling its can like a cup.

Idem