Starbucks Showcases Giant Interactive Ice Installation At Waterloo

Starbucks marked the UK launch of its latest ‘Chilled Classics’ variant by showcasing a giant ice sculpture installation at Waterloo Station Concourse. Starbucks_Installation

The ice sculpture was featured at the station on 3 June from 7am to 7pm, and was made up of milk cups suspended in a 2m high iced wall which encapsulated interactive token-activated vending machines. It dispensed samples of the new variant – chilled Caffe Americano with milk – to commutes on the go.

The new variant is a first to market of its kind in the UK and will expand the Chilled Classics range which is available in grocery and convenience stores nationally. The brand’s chilled coffee portfolio currently leads 59% market share, growing at 21.3% y-o-y and is a core focus area for Starbucks CPG strategic growth ambitions.

This experiential event will kick off a wider summer campaign for Starbucks Chilled Classics, which will include partnerships and a huge digital and print advertising campaign including multiple Metro placements, a cover wrap and digital OOH and geo targeted mobile media.  A partnership with ASOS will include bespoke content held on a specially created hub pushed across social media channels, while a partnership with Stylist features a panel of experts coming together in a series of articles, online content and event-based workshops.