To capture the deliciousness of a more natural pick-me-up with real fruit juice and green coffee extract we leaned into color that captures the real beauty of fruit, reflecting back our consumers' taste for bright, refreshing hues in an oversaturated landscape.
The Problem
Starbucks Refreshers beat the competition in blind taste tests, but is overlooked in the natural energy drink category due to customer confusion. It is mistaken as a roasted coffee drink rather than a lightly sparkling pick-me-ip with green coffee extract and natural fruit juice.
The Solution
A restaging of new packaging was launched with a digital video and social campaign and web campaign as light, energizing and appetizing as what's in the can, educating and enticing the right audience at a glance.
