Company: Starbucks
Campaign: Via launch
Agency mix: BBDO, Edelman, Blast Radius
Lead agency: BBDO
In-house team: Lara Wyss, director of global consumer PR; Valerie O'Neil, VP of global comms; Jessica Mirsky, director of US marketing; Brady Brewer, VP of US marketing
Budget: Undisclosed

Starbucks added more complexity to its brand this fall by launching Via, an instant coffee product. It hopes consumers will use Via packets at times when their lives are too busy to go into a store. The ...