jayanta jenkins

Starbucks

Here's to Joy & Coffee

A holiday campaign that turned coffee into connection.

Starbucks’ holiday cups are iconic. They signal the start of the season and, for many, are tied to real memories and traditions. But 2024 brought real headwinds: declining brand sentiment, a divisive election cycle, and a need to create moments of togetherness.

The moments that stay with people are often the simplest. A coffee run with a friend. A quiet morning before the day begins. Starbucks has always been part of those moments, so we chose to lean into them.

We built Merrier Together as a global platform, unifying more than 80 markets under a single creative vision. Mid-campaign, our new CEO pushed for something even more direct. We evolved to Here’s to Joy & Coffee in a matter of weeks. Because the foundation was strong, the team moved quickly. The strategy held. Only the expression changed.

Working with Academy Award–nominated director Henry Alex Rubin, we captured the warmth of everyday holiday rituals. The cups were refreshed with jade green, cranberry red, and siren-inspired details. A flexible design system carried through in-store, digital, TV, and social, inviting people to make their Starbucks rituals feel more personal.

In a year when connection felt harder to find, we helped bring people together. Store visits and sales increased 42% year over year. Social sentiment shifted from transactional to emotional. Customers made the cups part of their own stories, from Seattle to Shanghai.

Siren Chorus is a celebration of vibrant, striped holiday charms, coming together in a beautiful chorus of colors. Drawing inspiration from the intricate patterns formed by raking coffee beans under the sun and the , flowing lines of the Starbucks siren, this design creates a playful yet elegant visual experience.

The Joyful Connection cup, with its circular patterns, honors the artistry of coffee roasting, symbolizing warmth and joy. The design beautifully captures the essence of connection and the communal experience that coffee fosters.

With Warm Wishes, Starbucks designers started with the idea of a view of coffee cups from above coming together and saying “cheers” to each other. Interconnected dots evoke glowing holiday lights and moments of enjoying coffee together.

Lyrical Landscape features vibrant, undulating lines that weave together, reminiscent of holiday ribbons and the green rolling hills where coffee is grown. Alternating bands of red, green and pink create a symphony of color like a perfectly wrapped gift.