• Ad Age, Friday, May 7, 2010 10:43 AM

Starbucks is launching integrated TV/online campaigns this week for the national grocery launch of Via as well as for its customizable Frappuccino beverages, Emily Bryson York reports, as the company simultaneously builds on its foundation of coffee lovers and segments its marketing efforts.

"It's the next level for Starbucks," says Chris Bruzzo, Starbucks vp-brand, content and online. "It's a level of integration and activity in the marketplace that is much more significant than we've ever done before."

Ads for customizable Frappuccino -- variations on the ice-blended cappuccino beverage include soy or non-fat milk, extra shots, various flavors or sugar-free syrups -- target 18- to 29-year-olds. TV spots for Via focus on career types, referring to them by the coffee cup they use at the office, such as "Know It All," "Single and Loving It" and "Ladies Man."

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