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Starbucks is celebrating Mother's Day with Oprah.
The coffee giant on Monday will begin airing a new TV spot for its Oprah Chai Tea, a product the chain announced in March and started selling this week.
Oprah provides the voiceover in the spot but otherwise doesn't make an appearance in this ad. A Starbucks spokeswoman, however, said, "As this is an ongoing collaboration, there will likely be additional opportunities, but this is the only segment that is currently in the works with her."
In the ad, Oprah talks about celebrating different types of moms, including single moms, moms who had a kid too young but made it work and moms in a same-sex partnership. The spot also encourages viewers to bring their moms in on Mother's Day for a free Teavana Oprah Chai.
It's one of the first spots created by MDC's 72andSunnny for the coffee giant -- a relationship that resulted from an agency search last fall. 72andSunny also created new spots for the Frappuccino, a product the chain often markets this time of year. More campaigns created by the Los Angeles shop are expected, though the company said it still also works with Omnicom's BBDO. Other agencies the company works with include Omnicom's PHD for media, Swift and WPP's Blast Radius for digital, and Edelman for PR.
"We worked together with 72andSunny, and we were touched that Oprah was able to give her own voice to this campaign," said Sharon Rothstein, chief marketing officer at Starbucks in a statement. "With a shared love for tea and for connecting humanity, together we recognized an opportunity for a first-of-its-kind collaboration with Oprah, who has been deeply involved in the creation and branding of this tea."
Starbucks in March unveiled the new tea at its annual meeting. The proceeds will benefit the Oprah Winfrey Leadership Academy Foundation. The organization provides funding for a leadership academy for girls in South Africa. The partnership is part of a much larger effort on Starbucks part to aggressively grow its tea business. Tea is "ripe for innovation, and we now intend to do for tea what we have done for coffee," said CEO Howard Schultz in 2013.
Starbucks is not a big measured-media spender, although from time to time, the chain will trot out big TV campaigns around the holidays and in the summer. In 2013, the company spent about $95 million on U.S. measured media, according to WPP's Kantar Media, up from $85.5 million in 2012. In 2011, the company spent about $109 million on U.S. measured media.
The company has continually reported strong sales growth in recent quarters. In April it announced it most recent quarterly earnings, which shows 6% growth in global comparable as well as U.S. sales.