STARBUCKS COFFEE COMPANY
TEAVANA SHAKEN ICED TEA INFUSIONS
A sampling mobile pop-up activation that brought Teavana Shaken Iced Tea Infusions to life across Toronto featuring a drink bar and lounge to boost awareness and drive sales.
In 2017, Starbucks launched a mobile pop-up tour to showcase its Teavana Shaken Iced Tea Infusions in Canada, including Toronto. These refreshing beverages blended freshly steeped teas with fruit and botanical flavors such as Pineapple Black Tea, Peach Citrus
White Tea, and Strawberry Green Tea.
The activation featured a custom-designed trailer that transformed into a Teavana drink bar and lounge, decorated with oversized inflatable fruit and bold branding to capture attention. Strategically positioned at high-traffic areas and summer events, the pop-up aimed to drive awareness and trial by offering chilled samples consumers. Brand ambassadors engaged attendees, highlighting the unique flavor profiles and reinforcing Teavana’s image as a premium iced tea experience.
Responsibilities included training & managing brand ambassadors, overseeing drink preparation & sampling, ensuring seamless execution of the activation, and maintaining inventory control. Managed the on-site experience by coordinating ambassador breaks, addressing any logistical issues, and ensuring
high-quality consumer interactions within the activation footprint. Oversaw the on-site execution by resolving logistical challenges, and ensuring engaging, high-quality interactions with consumers throughout the activation. Additionally, collected consumer feedback, captured key insights through photos and
videos, and assisted with the setup & breakdown to ensure the activation ran smoothly and efficiently.
Deliverables
On-Site Execution and ManagementInventory ManagementBrand Ambassador Training and ManagementLogistics Coordination (Activation Set-Up, Breakdown, etc)
Content Creation and Visual StorytellingProduct Sampling and Consumer EngagementTracking and Reporting (Inventory, Engagement, Feedback)