Insight: Starbucks already caters to what consumers need, in store. However, consumers dont see that personalization and customization branching out of the store.
Target Audience: 20-40 year old men and women, with an HHI 70k, that are tech savvy and Enjoy individuality.
Creative Strategy: To show consumers that with the Verismo, Starbucks is now allowing them to customize and personalize their own drinks on their own terms. This also gives them the opportunity to be the voice of the brand.
Big Idea: The Verismo System is Starbucks personalized by the consumer themselves.