Starbucks

A playful experiment in what makes us feel good.

Frappuccinos have always been fun. Sweet, indulgent, the thing you grab when you want a treat. But we saw an opportunity to go deeper. Beyond indulgence, there’s something genuinely comforting about that first sip. We wanted to bring that feeling to the surface.

The insight was simple: comfort means different things to different people. A cozy blanket. A sunny afternoon in the park. A cold Frappuccino on a warm day. What if we put them all side by side and let people decide?

So we created ‘The Comfort Index.’ A playful social experiment that compared the comfort of a Frappuccino to life’s other little pleasures. We brought it to life with vibrant social content and TV spots, and invited fans to share their own comfort moments. It was lighthearted, relatable, and gave people a reason to engage.

It worked. 25% increase in social media engagement. 10% boost in in-store Frappuccino sales. And a whole lot of people talking about what comfort means to them.