Starbucks is launching a big marketing campaign to push its new single-serve Verismo coffee machine in the U.S.

Photo: Verismo, from starbucks.com

The campaign by BBDO and Blast Radius encompasses TV, print, social and digital support. TV ads will appear during prime time on network and cable channels, while the print campaign will roll out on pages of design and lifestyle titles including Bon Appetit and Architectural Digest, reports Ad Age. Starbucks will hold more than 10,000 events at specialty retail stores offerring Verismo.

According to Terry Davenport, senior VP-marketing at Starbucks, Verismo is “the only machine available at retail that’s capable of producing brewed coffee, espresso and espresso-based drinks such as lattes”.

The coffee machine will be available for purchase in Starbucks stores, at Williams-Sonoma, SurLa Table, BedBath& Beyond and Macy’s. It will also retail abroad.

Verismo offers Starbucks fans to experience their favorite coffee beverages at home. All they have to do is to by Starbucks coffee and milk pods, load it to the machine and click a button. Verismo is being pushed as the best gift for the holidays. Priced at $199 and available in four colors—silver, burgundy, champagne and black—Verismo is expected to change the single-serve market.

In 2009, Starbucks promoted its single-serve instant coffee, Via. In 2010, Starbucks spent more than $25 million on U.S. measured media for Via, out of a total budget of $93 million, according to Kantar Media. The Verismo campaign that kicks off on October 15 is said to be the same large-scaled.