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A refreshing break with Starbucks | Westfieldrise
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A refreshing break with Starbucks

Keyfacts
  • Multi-location roadshow
  • Free samples
  • Comfortable seating areas

Breaks are important – especially when shopping! – and the world’s largest coffee house chain, Starbucks, is currently reminding people of this with a roadshow in eight major German cities, parking its eye-catching trailer right outside two URW destinations. At the beginning of July, visitors to Munich’s Pasing Arcaden were able to enjoy some cool refreshment courtesy of the popular brand in a relaxed atmosphere on the central Paseo open-air area and, immediately after that, coffee enthusiasts outside the Düsseldorf Arcaden were treated to a promotion on the mall’s entrance forecourt.

The cozy ambience complete with beanbags, deckchairs and parasols in Starbucks’ signature green invited guests to linger a while. The highly original trailer proved a perfect match with the US brand’s summery Chilled Classic products, serving ice-cold caramel macchiato, caffe latte, cappuccino, etc. for tasting – with real-life servings entirely free of charge.

Online campaign extended offline

The prominent “#TAKE10” lettering drew attention to the campaign’s idea of regularly taking short, 10-minute breaks to refresh body and mind. Under the slogan “On your marks, get set … chill!”, Starbucks is currently promoting deliberate time-outs. A corresponding playlist and card game have already appeared! The roadshow is the finishing touch to the campaign, creating a refreshing brand experience.

And very successful it’s been too, with a host of caffeine junkies in Munich and Düsseldorf taking the opportunity to try the delicious iced coffees. The very prominent branding on the spacious surfaces outside both destinations attracted the attention of countless curious passers-by.

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