Roasted by us. Made by you. | The Integer Group® London

Disrupting in a category where the leader becomes a challenger

Starbucks

Roasted by us. Made by you.

CHALLENGE
With the ending of the patent for the manufacture of Nespresso compatible capsules, a flood of brands were making their coffee available in this format. We needed one idea that would disrupt the category in the UK and France—two markets with a completely different coffee culture.

STRATEGY
Our Disruption Strategy ensured Starbucks stood apart from the other competitors joining the market who were copying the category conventions of presenting the coffee as being (almost too) exclusive.

IDEA
The experience of enjoying a great coffee at Starbucks, has been captured in a capsule, ready for you to make the coffee, and the moment, at home. Whatever the moment is, whatever coffee you love and whoever you share it with, it’s ‘Roasted by us. Made by you.’

WHAT WE CREATED:
• Disruption® Strategy
• Campaign idea
• Film and photography
• Outdoor and digital advertising
• Social content
• In-store materials