By Jessica Goodfellow

Starbucks has switched up the marketing strategy around its Teavana range in the UK, ‘dialling up’ its outdoor spend instead of leading with digital in the hope that a high impact launch will pitch tea alongside coffee as part of the fabric of the Starbucks brand.

Out-of-home will form the back bone of the Teavana campaign in lieu of spending big on TV advertising, according to Starbucks’ digital marketing manager Jamie McQuary, who told The Drum that the idea was to market the brand “a lot bigger than we normally do”, by buying large format digital sites and bus Read full story ›

Source: The Drum