In September 2021, 86,000 Starbucks samples went into Dig In Freshers welcome boxes. Students who received one answered a survey afterwards. 89% enjoyed it and 82% could see themselves buying it (Starbucks Freshers 2021 report, n=1,118). The survey asked both questions, so Starbucks could see how many tasters became likely buyers.
The brief
Starbucks wanted students to try its coffee in their first weeks at university, and to know how many would go on to buy it.
What we did
We put 86,000 Starbucks samples into the Freshers 2021 welcome box, handed to students through their halls as they arrived. A survey then asked students who received a sample whether they enjoyed it and whether they could see themselves buying it.
The result
89%
enjoyed the Starbucks sample, n=1,118, Freshers 2021
82%
could see themselves buying it, n=1,118, Freshers 2021
86,000
samples in Freshers 2021 welcome boxes
What it means for brands like yours
A sample lets students judge the product, not the advert. For a coffee brand, enjoyment is the first test and intent to buy is the second. Asking both in one survey shows how many tasters turn into likely buyers.
Questions
Did Starbucks sample to university students?
Yes. 86,000 Starbucks samples went into Dig In’s Freshers 2021 welcome boxes, handed to students as they arrived at university.
What did students think of the Starbucks sample?
89% of students surveyed enjoyed it and 82% could see themselves buying it (Starbucks Freshers 2021 report, n=1,118).
Where can I see Dig In’s latest work?
Our Results page covers recent campaigns, including Coca-Cola, Santander and BACARDÍ in 2025 and 2026.