Starbucks entry into the Canadian market place in 1987 in Vancouver built national appeal. Its expansion really kicked off in 1995 when Starbucks opened for business in Toronto with five stores opening their doors on the same day.
With their profile solidly built in the Canada market place, Starbucks Canada was keen to communicate their differentiating factor.
Starbucks Canada AOR Echo Advertising approached Juxta with the mandate to bring the coffee cup to “life” so Patrick got sketching, on a Starbucks napkin to be exact. The result, a steel coffee cup water cut by an aircraft supplier in Trenton who provided the base that they took back to the studio to weld, skin with hardboard and wrap with the iconic Starbucks logo. With special FX steam streaming out the sides of the airbrushed cup and simple copy “extra hot” to convey the ability to customize your cup any way you want - a winning concept was delivered.
The custom billboard was installed at Astral Media Outdoor’s wall 26 at King St. West and Blue Jays Way (Peter St.) on the South West Corner Facing East performing a 12 week run.
The campaign was deemed very successful and played an integral role in Starbucks Canada’s successful integration into the Canadian marketplace cementing its claim they are different – better, than the competition with its ability to customize any drink order.