Starbucks

Iced coffee is more popular than ever, but people aren’t making it at home like they do hot coffee. In fact, cold drinks represent 75% of Starbucks café sales—yet only 20% of At Home cups are consumed cold.

Why? According to over 4k Reddit posts, it’s too intimidating and they're not able to replicate the café taste and experience.

To prove how easy our new iced coffees are to make at home, we turned to America’s most recognizable daredevil and showed his chill side. To get our extreme(ly chill) message across, Starbucks partnered with the king of “don’t try this at home,” Tony Hawk, to flip the script and for the first time in his career—actually encourage people to try something at home. 

We conducted eight earned interviews and showed up big on owned Instagram and TikTok channels encouraging coffee drinkers to literally “Try This at Home.” This multi-channel, integrated campaign that gave “icetroverts” the cold confidence they needed to try the new Starbucks at-home cold coffees.

With over $5.7M incremental sales, conversion (37% on Amazon), 2B+ impressions and 25% increase in brand trust, the reaction was anything but cold. We also secured feature coverage from Tony’s interviews in a diversity of major publications like Forbes, Elite Daily, NBC News, GQ and BroBible, and a highly syndicated interview with iHeart Radio’s On With Mario Lopez.

Also, I got to collab with an absolute legend. Thanks Tony!