Starbucks Coffee Canada celebrates Chinese New Year with new latte
January 27, 2014 | Alicia Androich | Comments
Some Starbucks in Toronto and Vancouver are serving a new product – Blossoming Peach Tea Latte – in honour of Chinese New Year on Jan. 31.
The limited-time product is inspired by a drink sold at Starbucks in China. This is the first time Starbucks Coffee Canada has created such a drink to honour Chinese New Year, and Canada is the only market outside of China to sell the drink.
According to Richard Burjaw, the company’s vice-president of marketing, this product helps the coffee retailer connect guests in Starbucks’ two largest Canadian markets “with global experiences in a way that is customized for Canadian tastes.”
The tea latte – a mix of Earl Grey tea, peach flavor and steamed milk capped with whipped cream and peach blossom sugar crystals – was introduced on Monday and will be available until Feb. 16.
Starbucks is also introducing a 2014 Chinese New Year Starbucks gift card that highlights the horse—the animal honoured in the Lunar New Year—at select Canadian stores and online as an e-gift.
The look of both the gift card and the new specialty tea branding were developed by the Starbucks studio in Seattle. BBDO helped tailor it for the media buy.
The tea is getting some paid media support in Toronto and Vancouver in Cantonese/Mandarin and English media.