Starbucks and Kagome team up to say Be Juicy

Written by: Rebecca Milner on April 18, 2008 at 12:10 am | In LIFESTYLE / FASHION |

In a country with a coffee vender on every corner (be it a café, convenience store, or vending machine), Starbucks has carved out a niche offering conspicuously sweet non-coffee drinks, like the Matcha Frappuccino. Their latest venture is the Be Juicy series, developed in collaboration with juice drink company Kagome and sold exclusively at the coffee chain. It seems like Kagome, the brand behind last year’s surprise hit, “Tomate” tomato flavored alcohol (made in collaboration with Asahi) is on a roll.

The 100% juice line-up includes sweet carrot and ginger, grape and raspberry, mango and orange, plus plain apple or orange for kids. Targeted towards the increasing number of health conscious men and women in their 20s and 30s, the campaign includes an animated video playing on Shibuya crossing’s famous Q Front building screen.

And at ¥270, the price is actually less than a cup of coffee, by ¥10 anyway. Remember to be health conscious and eco friendly and bring your own cup.

Tags: beverage, health
Category: LIFESTYLE / FASHION
Other categories: MARKETING IDEAS, DIGITAL LIFE, PRODUCT INNOVATIONS