Starbucks

A playful experiment in what makes us feel good.

Frappuccinos have always been associated with indulgence. But we saw an opportunity to go deeper. Beyond sweetness, there is a sense of comfort in that first sip. We wanted to bring that feeling forward.

The insight was simple. Comfort looks different for everyone. A cozy blanket. A sunny afternoon. A cold Frappuccino on a warm day. What if we put those moments side by side and let people decide what comfort means to them?

We created The Comfort Index, a social-led platform that compared the feeling of a Frappuccino with everyday moments of comfort. The campaign came to life through vibrant social content and broadcast, inviting people to share their own interpretations. It was designed to be light, relatable, and participatory.

The response was strong. Social engagement increased 25% and in-store Frappuccino sales grew by 10%. More importantly, the campaign reframed the product from a simple treat to a small, personal moment of comfort.