Stacy, a female office-worker, takes an afternoon break from her stressful work day. She walks into her office kitchen and reaches for a Bottled Frappuccino. As she drinks, a doo-wop group appears. They follow her back to her desk, singing a soothing and humorous tune that tells us this is truly Stacy's time.
Philosophy
Our goal with Bottled Frappuccino is to get light/medium users to drink Frap more often. Toward that end, we have positioned Frap as the ideal beverage to help you steal a moment for yourself in the afternoon. Bottled Frappuccino helps diminish the stresses brought on by everyday activities. By positioning Botlled Frappuccino as the antidote to your afternoon slump, we begin to seed the drink as an everyday beverage -- not just for special treat-worthy occasions.
Problem
The current purchase cycle on Bottled Frappuccino is every 54 days. People see it as an indulgent, infrequent treat due to its high caloric content and rich, creamy texture. We need to get people to consider it and ultimately drink it on a more regular basis.