Starbucks: Transforming the Brand With a Global Public Affairs Campaign - Edelman
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Starbucks: Transforming the Brand With a Global
Public Affairs Campaign
Charged with demonstrating Starbucks’ return to its core values and operational strength, Edelman activated a five-phase plan to re-engage stakeholders and articulate a clear
path forward. Edelman linked stakeholders to significant Starbucks events including its 40th anniversary, a new brand logo that signaled a change to more than just a coffee
company and five months of special events.
Thanks in part to the campaign, Starbucks revenues reached a record $11.7 billion for the fiscal year, representing an 11 percent increase over the previous year. Additionally, the
brand saw a 40 percent rise in brand favorability by consumers; earned 2.7 billion media impressions and more than 70 days of sustained coverage in 24 countries; and scored
coverage that trumped competitors by 18 percent, boosting share of voice 15 percent year over year.
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http://www.edelman.com/work/starbucks-40th-anniversary-transforming-the-brand-with-... 11/16/2013