Did you know that 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 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.
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.
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 Blend. The winning name will be incorporated into new packaging designs that will be available in Starbucks stores.
I am picking Canuck Gold (to celebrate the lighter drink and the Canadian quest for gold).