Problem

Starbucks are losing their grip on the cult icon, The Pumpkin Spice Latte.

 

Insight

46% of GEN-Z don't like coffee causing the hype for a PSL to be non-existent.

However, research showed that experimentation is a part of growing up. This is especially true for our audience who are coming of age in a choice filled marketplace with more channels to influence their purchase decisions. 

 

Solution

Starbucks will launch an all exclusive pumpkin spice latte brand extension to accommodate their non-coffee drinkers that give consumers the same pick-me-up as coffee does. This new product launch displays an array of alternatives, similar to what Starbucks offer already.

 

With GEN-Z also being the foodie generation, it offers more indulgent PSL options like ice cream for those sweeter days as well as these sachets which can be used for their breakfasts or a sweet treat by sprinkling the powders on top of porridge, smoothie bowls and even as a mixer for their morning tea.