Tricia Lee, corporate communications executive, Starbucks Singapore, said the local office usually promotes its drinks through PR and tactical advertising.
However, she said the Azuki Frappuccino, which mixes Japanese red beans with Starbucks’ signature coffee frappuccino, was probably the most significant new drink to hit Starbucks’ regional menu since the Green Tea Frappuccino.
The Green Tea Frappuccino launched in 2001 and was introduced in the US in 2005 due to its popularity in Asia. “Using press ads is just an example of our commitment to be constantly innovative in our marketing,” she said.
The product proposition — ‘Respite available by the sip’ — derives from Starbucks’ Seattle headquarters and will be adapted for each market.
A competition asks consumers to come up with postcard designs using Azuki and coffee beans as a theme.
“The Azuki Frappuccino is an example of how we are responding to requests for new and unique flavours, and customising them for local tastes,” said Belinda Wong, MD, Starbucks Singapore.
