Starbucks

The Challenge – While Starbucks has long been recognized as a global leader in coffee, there was a growing need to address a critical issue: the brand’s recent focus on non-coffee offerings, aimed at attracting Gen Z consumers, had diluted its core identity rooted in coffee craftsmanship, quality, and connection. It was time to get back to basics, reaffirming Starbucks as the ultimate destination for exceptional coffee and meaningful human connection, while maintaining its appeal to evolving consumer tastes.

The Insight – Starbucks faced the challenge of reaffirming its reputation for high-quality coffee in an increasingly competitive market. The goal was to create a campaign that would not only highlight the brand’s heritage but also engage modern consumers by making the journey from bean to cup compelling and relevant. Our strategic insight was rooted in the idea that today’s consumers crave authenticity and transparency. By showcasing the meticulous journey of ethically sourcing coffee beans and the craftsmanship of Starbucks baristas, we could deepen the emotional connection and reinforce Starbucks’ brand promise of quality and sustainability.

The Solution – To address this perception challenge, we developed the “It’s a great day for coffee” campaign, designed to bring Starbucks’ commitment to quality and sustainability to life. Through a rich storytelling approach, we took consumers on a journey from the ethically sourced coffee beans on sustainable farms to the expert craftsmanship of Starbucks baristas, emphasizing the passion and care infused into every cup. This narrative unfolded across television commercials aired on major networks in the United States, Canada, and the United Kingdom, and was amplified through digital platforms and engaging social media content. By highlighting the artistry and ethical practices behind each cup, we reinforced the brand’s dedication to quality and created a compelling story that resonated with coffee enthusiasts worldwide.

The Impact – The “It’s a great day for coffee” campaign generated significant results, including a 10% increase in in-store visits and a 12% boost in digital engagement. By sharing the journey from bean to cup, we successfully reinforced Starbucks’ commitment to quality and connection, creating a compelling narrative that resonated with coffee lovers around the world. This campaign not only celebrated the brand’s heritage but also deepened consumer loyalty, strengthening Starbucks’ position as a beloved coffee destination.