BRAND EXTENSION: STARBUCKS TERRA
A daily coffee habit is really bad for the environment. Commonly used fertilizers pollute the waters and poison the soil. What can you do about it when you’re the world’s largest coffee chain?
It so happens that coffee grounds aren’t a waste product: they’re a resource full of nitrogen and minerals and all sorts of things that make for nutritious dirt.
Introducing Starbucks Terra: a new program that helps users turn their coffee grounds into a renewable resource - as well as rewards.
LANDING PAGE + HOW IT WORKS
IN-STORE POSTERS
DIGITAL TOUCHPOINTS
Customers who already use the Starbucks rewards app will be served in-app advertisements.
Users logging into Starbucks public WiFi will also see Terra-themed messages:
PROGRAM USE STATISTICS
At the end of their first year of Terra, Starbucks will send users a statistics page illustrating the impact their participation has made.
BRANDED BIODEGRADABLE COMPOSTING BAGS
AD: Jasmine Gainous