We Promise You’ll Love It

Starbucks VIA takes on the only coffee worthy of comparison

How do you get coffee lovers to believe instant coffee can taste as good as fresh brewed? By putting Starbucks first instant coffee, Starbucks VIA Ready Brew head to head against Starbucks brewed coffee. We knew that sampling was key to the growth of Starbucks VIA, but with limited budgets, continuous wet sampling was not an option. Knowing that tasting was believing, the Starbucks VIA Taste Promise was born. We promised coffee lovers across the nation that they’d love Starbucks VIA or we’d replace it with a bag of Starbucks. The program increased awareness 13% in key markets and Nielsen FDM showed increased consumption trends during the promotional period. It's a guaranteed win-win.