Starbucks readies campaign for Teavana's UK entry
Starbucks is planning a major marketing push to accompany the introduction of its Teavana brand in Starbucks locations across the UK. First product to launch will be the Shaken Iced Tea, a range of fruit flavored beverages infused with black, green and herbal teas. The campaign will focus on the bright, playful character of the iced teas and will mainly target young consumers via a multitude of channels, including in-store sampling and promotions, as well as out-of-home and online activity. Starbucks expects to introduce Teavana's hot tea and tea lattes categories in its locations later this year.