As Pumpkin Spice season falls upon retailers, Starbucks’ beloved Pumpkin Spice Coffee takes to most shelves… but not at Sam’s Club. To drive seasonal sales in this channel, we shifted the focus to Starbucks’ core Pike Place Roast, inviting Members to explore new ways to brew their favorite cup.

Through simple recipes, brewing tips, exclusive Starbucks Rewards offers, and in-club sampling events, we created engaging experiences that encouraged Members to purchase Starbucks in larger club sizes. Even without Pumpkin Spice, the program achieved a 22% sales lift across 261 clubs and a 6% overall share increase, surpassing sales goals and reinforcing Starbucks’ presence in the club channel.