Coffee + Olive Oil

This creative collaboration between Starbucks and Partanna Olive Oil is disruptive, in a positive way.  It grabs consumers’ attention because it’s unexpected.

There are some big takeaways for small brands from this not so likely collaboration.

Key Takeaways:

• Disruption, this partnership is disruptive.  It makes you pause because it’s out of the ordinary.  Disruption grabs your attention in a different way, engaging customers differently (customers pausing to explore it, have a conversation about it, “did you see?” – “can you believe it?”)
• Auto-pilot, auto-pilot is real.  Just like digital fatigue is a real thing with the constant bombardment of digital ads and outreach so is shopping auto-pilot.  This collaboration really encourages the customer to pause from what is most likely their auto-pilot coffee order.
• Easy Customer Journey – this collaboration takes it a step further, ordering the latte allows the customer to taste the olive oil and having it merchandised in store brings the customer journey full circle, making it as easy as possible for customers to engage with the brand (no second step for them to go online to order).
• Brand Awareness – Partanna is increasing brand awareness to an audience that is outside their target segment of culinary/pantry through this positioning.
• Sales – Starbucks is driving sales by bringing a new product into their merchandise plan that has never been offered before

Customers become accustomed to just ordering their regular or popping into a store to b-line for the exact department they need to get in and out – so how can you grab their attention?

Creative Collaborations offer brands big opportunities for brand awareness and keeping their products top of mind for customers.  Staying relevant is key, so whenever your brand can prompt a customer to wonder, “What’s next?” – you’re on the right track.

Ava Ghiotti is a NYC based Brand Consultant helping small product brands strategically approach creative pitching + the ever-changing landscape of retail.