At Starbucks, It's Iced Tea's Time to Shine
Published on July 05, 2017 in Marketing • Source: AdAge India

Key Takeaways from this article

Starbucks acquired the Tevana retail tea chain in late 2012 and had opened Teavana Fine Teas + Tea Bars in Chicago and New York. However, they failed to attract customers and all except one had to be closed.
Now, to revive their tea brand, Starbucks is broadening its menu - introducing three new flavours Teavana Shaken Iced Tea Infusions along with some new coffee drinks plus savory and sweet foods.
Apart from revamping their menu, they are also conducting a support compaign that hovers around the question - "What does good feel like?" - where people share their answers on camera.