Starbucks

The Challenge – Starbucks® Frappuccino® drinks were seen as fun and indulgent, but there was an opportunity to highlight them as a unique source of comfort, making them a top choice for customers seeking both joy and refreshment.

The Insight – Starbucks needed to emphasize the genuine comfort of Frappuccino® drinks while maintaining their playful nature. Our insight was to position the drink alongside classic comfort activities in a relatable and engaging way, driving emotional connection and boosting brand appeal.

The Solution – We launched “The Comfort Index,” a playful social experiment comparing the comfort of a Frappuccino® to activities like snuggling in a blanket or enjoying a sunny park day. With vibrant social content and TV commercials, we invited fans to share their own comfort moments, amplifying the campaign’s impact.

The Impact – The campaign led to a 25% increase in social media engagement and a 10% boost in in-store Frappuccino® sales. By sparking online conversations and highlighting the drink’s comforting appeal, the campaign resonated with customers and elevated the Frappuccino® experience.