SFX CARS HONKING, CARS DRIVING, INAUDIBLE VOICES HOLD FOR 3

SECONDS, BROAD FADE OUT AND HOLD UNDER

(DISTRESSED) Ugh… I am so sick of drinking the same fall coffee drinks.

WOMAN I need a change and to try something new.

MAN (QUESTIONABLE) Did you hear about the new Starbucks line of drinks
that they just released for the holiday season?

(CONFUSED) Holiday drinks? What kind of drinks?

WOMAN

CROSSFADE
MUSIC
CHRISTMAS MUSIC BROAD FADE IN

(ENTHUSIASTICALLY) There’s Chestnut Praline Latte, Iced Sugar

MAN Cookie Almond Milk Latte, Peppermint Mocha, Caramel Brulé Latte, and
so many more! JOYFULLY) They have so many new options to choose
from so you won’t get sick of them all season!

CHRISTMAS MUSIC BROAD FADES OUT

MUSIC

Thanks for the helpful tip! I’ll be sure to try all the flavors this season.
WOMAN

(CHEERFULLY) Find your holiday cheer at your local Starbucks!

MAN

UPBEAT INSTRUMENTAL MUSIC FADES IN TO ESTABLISH FOR 2

MUSIC
SECONDS THEN FADES OUT
 Creative/Copy Platform

Situation analysis: Provide a brief profile of the company.

Starbucks is a chain of coffeehouses with numerous drink and food options that offer several
different varieties and customization of coffee or tea-based drinks to customers all across the
nation.

Objectives: What are your goals for the ad campaign?

The goals for the ad campaign are to spread awareness of Starbucks new line of holiday drinks
in time for the holiday season and for people to try the new flavors that are here for a limited
time only.

Target Market Profile: Who are you targeting with this specific ad (be specific)?

I am targeting anyone who likes Starbucks drinks, wants some holiday spirit in their life, and
anyone who drinks coffee in general. The ad is supposed to show that the holiday season is
here, and Starbucks holiday drinks are back.

Positioning Statement: One sentence describing the perception of the product after the ad is
seen.

Starbucks releasing their line of seasonal drinks means that the holiday season is here.

Creative Strategy: Come up with an idea for the ad (one sentence overview of your ad).

An idea for the ad could be a man and woman having a conversation talking about how the
woman is sick of the same fall drinks and she wants a change for the holiday season.

Media Plan: Where will the ad be displayed (be specific)?

The ad will be displayed on all radios for everyone who listens to the radio, or it will be displayed
on music listening apps with ads such as Spotify or Pandora that way it still gets across to an
audience who doesn’t listen to the radio.