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Starbucks Thinks Small

The worst time to diet has to be during the summer. From all the goodies found on the boardwalk to constant family barbeques, counting calories is nearly impossible. But Starbucks is fully aware of this, and their marketing geniuses have launched a small solution for a limited time: Mini Frappuccino. Weighing in at only 10 ounces (a full 2 ounces smaller than a tall), this sweet little treat has 120 calories and 24 grams of sugar – vs. 180 calories and 36 grams of sugar in the brand’s previous smallest size. With this new addition to the menu, summer sippers can get their fix while saving 60 calories.

The MiniFrap (yes, it’s already got a nickname) lets us celebrate our minor victories without a major post-celebration workout. It’s another win-win for the coffee giant.

  • A win for consumers: MiniFrap is yet another tempting option “right sized” for today’s lifestyle, and customizable from milk type to sugar free syrup…everything but the cherry on top. 
  • A win for the company: not only has the drink struck a chord with consumers, but media drank up news of the 10-ounce launch. The value of customer-generated posts and reviews plus positive coverage across all forms of media? Priceless.

Think about it. How did you hear about Mini Frappuccino? I saw it through Instagram, Facebook and Twitter and also heard about it from my friends. They may have heard about it from Huff Post, in a Starbucks store, or just by seeing someone on the train drinking one. The impact of a combined social / news media strategy, executed brilliantly, can have tremendous value for smaller brands as well.

But for now, I’m more concerned with something that is having a smaller impact: the MiniFrap, fellow dieters, assures you have nothing to worry about this summer. Thank you Starbucks!

Stephanie Chasi, Summer Associate, The S3 Agency


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