To promote the release of (3) new Teavana Shaken Iced Tea Infusions flavors to as many target consumers as possible, Starbucks/Teavana invested in a mobile pop-up activation that travelled between a variety of weekend festivals during the summer. The activation itself was a portable trailer that unfolded to reveal a Teavana drink bar and a cozy lounge space where festival-goers could enjoy their Teavana samples.
From a distance, festival-goers could navigate towards the bold and vibrant landmark of inflatable fruit and iconic Starbucks logo that was visible atop the Teavana activation. Once guests arrived at the pop-up, they could choose to sample one of three new Shaken Iced Tea Infusions flavors—which were explained on a small sign beside the bar. Guests then placed their order with the barista who would prepare a fresh sample of the tea and encourage guests to share a selfie with their tea using the campaign hashtag - #goodfeelsgood.