Canadians know what they like - and now they have the chance to rename
the iconic coffee chain's popular lighter blend
TORONTO, Jan. 28, 2013 /CNW/ - Nearly a year ago, Canadians got their
first taste of Starbucks® Blonde Roast coffee - a Starbucks® coffee developed with Canadians in mind who don't think they like
Starbucks® coffee. Since then, the company has seen a significant response from
Canadian consumers who are embracing the milder, easier drinking blend.
In fact, Starbucks® Blonde Roast accounts for 12% of all brewed coffee purchased at
Starbucks® stores, less than a year since its launch, and in fact on a per person
basis, Canadians drink twice as much Blonde Roast coffee as Americans.
"Starbucks® Blonde Roast has been very successful largely because it's our first
"lighter roasted" coffee, with a mellow but distinct taste that's
specially crafted to complement milk, sugar and flavours," says Annie
Young-Scrivner, president, Starbucks Canada. "It's perfectly suited
for Canadian palates and allows us to connect with coffee drinkers who
think Starbucks® coffee is too dark. We're thrilled to celebrate this
coffee's success and welcome new customers."
Name That Blend Canada!
Because the response to Starbucks® Blonde Roast, and in particular,
Veranda BlendTM/MC has been so resoundingly positive in Canada, Starbucks is extending an
honour to Canadians that is traditionally reserved for just the
company's coffee masters and master blenders: an invitation to re-name
the popular Starbucks® Blonde Roast blend to recognize its success in Canada. This marks the
first time globally that the brand will be launching a major re-naming
and packaging re-design for one of its coffee blends based on consumer
submissions and popular vote.
Starting today, through until February 10, 2013, Starbucks® Blonde Roast drinkers and coffee lovers can visit www.starbucks.ca/Blonde to review the rules and submit their entry for a new and uniquely
Canadian name for Starbucks® Blonde Veranda BlendTM/MC. The winning name will be incorporated into new packaging designs that
will be available in Starbucks stores.
To help kick things off, well-known Canadian coffee lover, decorated
Canadian Race Car Driver and 2003 Champ Car World Series Champion, Paul
Tracy, brewed up a name of his own:
"I've chosen the name Canadian Formula because Starbucks® Blonde Roast IS the Canadian Formula, as it meets
the taste preferences of Canadian coffee drinkers. But I also wanted to
make sure that my name submission reflected my personal accomplishments
being the youngest ever Canadian Formula Ford Champion."
Starbucks Canada will shortlist three finalists and a grand prize winner
will be determined by public vote from February 18-25, 2013. The winner
will be awarded a trip for two to meet a friend for coffee at a
Starbucks® store in Canada as well as a $500 CAD Starbucks card and
$400 spending money. Runners-up will each receive coffee for a year in
the form of a $1,000 in Starbucks cards.
Abbreviated Contest Rules
NO PURCHASE OR PAYMENT IS NECESSARY TO ENTER OR WIN THIS CONTEST. A
PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. ENTRY OPEN TO LEGAL
RESIDENTS OF CANADA (EXCLUDING QUEBEC) WHO HAVE REACHED THE AGE OF
MAJORITY IN THEIR PROVINCE OR TERRITORY OF RESIDENCE AT TIME OF ENTRY.
CONTEST IS VOID IN QUEBEC AND WHERE PROHIBITED. THIS PROMOTION IS IN NO
WAY SPONSORED, ENDORSED OR ADMINISTERED BY, OR ASSOCIATED WITH,
FACEBOOK. ANY INFORMATION PROVIDED IS BEING PROVIDED TO THE SPONSOR AND
NOT TO FACEBOOK. LIMIT OF ONE ENTRY PER PERSON PER DAY THROUGHOUT THE
ENTIRE CONTEST PERIOD.
Contest begins January 28, 2013 at 12:00:00 AM Eastern Time ("ET") and
ends February 25, 2013 at 11:59:59 PM ET (the "Contest Period"). The
opportunity to participate in the first round ("Round 1") of the
Contest is January 28, 2013 12:00:00 AM ET, through February 10, 2013
11:59:59 PM ET. Contest is sponsored by Starbucks Coffee Canada, Inc.,
5140 Yonge Street, Suite 1205, Toronto, ON M2N 6L7. Contest is offered
and open only to persons legally residing in Canada (excluding
residents of Quebec) who have reached the age of majority in their
province or territory of residence at time of entry in this Contest and
have a valid Facebook account. Contest is void in Quebec and where
prohibited by law. HOW TO ENTER: Access the Starbucks "Name Your Blend" Contest Website (the "Website")
online at www.starbucks.ca/Blonde, click the "Name Your Blend" button; you will then be prompted to log
in to your Facebook account and accept the "Name Your Blend"
application. Follow the instructions by providing your name choice to
rename a coffee blend along with your essay that must be between 25 and
1,000 characters describing why you chose the name and how it relates
to the Starbucks image/brand. All blend names and essays ("Entries")
must be submitted in English. PRIZES: One (1) Grand Prize: Approximate Retail Value ("ARV.") $5,500 CAD. Two (2) Finalists Prizes: ARV. $1,000 CAD each. Total ARV of all prizes: $7,500 CAD. Contest is subject to full rules which are available at this location or at www.starbucks.ca/Blonde.
This Contest is in no way sponsored, endorsed or administered by, or
associated with, Facebook. You understand that you are providing your
information to Starbucks Coffee Canada, Inc. and not to Facebook. The
information you provide will only be used for verification of your
eligibility to participate in the promotion. Please direct any
questions or comments regarding this promotion to Starbucks Coffee
About Starbucks® Blonde Roast
Starbucks master roasters took some of the world's finest arabica beans and explored more than 80 recipes during the course of eight
months before selecting the final coffees for Starbucks® Blonde Roast.
To draw out its soft flavours, Starbucks® Blonde Roast has a shorter
roast time, creating a premium, approachable and perfectly balanced cup
of lighter-bodied coffee. Starbucks® Blonde Roast selections include
Starbucks® Veranda BlendTM/MC. Starbucks Willow BlendTM, and Starbucks Decaf Willow BlendTM/MC.
About Starbucks Corporation
Since 1971, Starbucks Coffee Company has been committed to ethically
sourcing and roasting the highest-quality arabica coffee. Today, with stores around the globe, the company is the premier
roaster and retailer of specialty coffee in the world. Through our
unwavering commitment to excellence and our guiding principles, we
bring the unique Starbucks Experience to life for every customer through every cup. To share in the
experience, please visit us in our stores or online at www.starbucks.ca.
SOURCE: Starbucks Coffee Company
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