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Brand Slam: Lavazza vs. Starbucks

In this month's Brand Slam we pitch the experiential marketing strategies of two major coffee shop brands against each other: Lavazza and Starbucks.

This month we compare the experiential marketing strategies of Lavazza and Starbucks
This month we compare the experiential marketing strategies of Lavazza and Starbucks

Lavazza

Event structure:

Lavazza has predominately worked with Amplify on its recent campaigns, including its Wilderness Festival activation and Vespa coffee drop for London Fashion Week.  

Social footprint:

@LavazzaUK has 10.6k followers on Twitter, more than 563k likes on Facebook and 3,560 subscribers to its YouTube channel.

Recent campaigns:

In the week leading up to Christmas Lavazza visited London’s busiest railway stations with a pop-up photo booth and sampling station in order to highlight its new Prontissimo product. While activity earlier in 2015 included a presence at Wilderness Festival where the brand had a chill out zone, and distributed fresh coffee to campsites each morning. It also took to the streets for London Fashion Week SS16 after it teamed up with Vespa to deliver free coffee to fashionistas, and enlisted the help of tennis star Caroline Wozniacki to serve beverages at its ultimate coffee break experience at Wimbledon.

Latest campaign:

Lavazza’s most recent large scale activation was at London Fashion Week (LFW) AW16, this February, and it was also involved in the London Collections Men event earlier this year. The brand was the official coffee of LFW for the 15th year running, recruiting up-and-coming designer Ryan Lo to create a bespoke design for the AW16 shows. The activity formed part of Lavazza’s work with the British Fashion Council to raise the profile of the next generation of designers.  

Starbucks

Event structure:

Starbucks has recently worked with the likes of OMD, Fuse Sport + Entertainment and Clink Clink.

Social footprint:

@StarbucksUK has 667k followers on Twitter, more than 1.4m likes on Facebook and 104k followers on Instagram.

Recent campaigns:

In October last year Starbucks opened the doors to a multi-sensory café concept, Starbucks Reserve bar, in London's Covent Garden. Inspired by the brand’s Reserve Roastery and Tasting Room in Seattle, the café featured arena-style seating designed to showcase the coffee making process and allow customers the opportunity to watch top baristas make their drinks in front of them. It also featured the newly-launched Starbucks Evenings menu, which includes beer and wine.

In November the brand also erected a four-metre high scented installation at London’s King’s Cross station to mark the return of its red cups for Christmas.

Latest campaign:

Starbucks has been busy in 2016 with two campaigns running alongside each other at the beginning of the year. The brand teamed up with Benefit, which hosted pop-up pamper parlours within its coffee shops through the month of February, while it also hosted weekly Aroma Lab sessions at one of its two Westfield London stores during January and February. These educational events saw customers taught how to both identify and appreciate the different flavours of coffee via a series of tastings.

Verdict

Event says: There really isn’t much in it, but we feel like Starbucks just nudges ahead due to the more interactive nature of its activations.

Comment below to let us know what you think.

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