Starbucks
Turning mini moments into major summer moves
Overview
The season of Self-Indulgent Summer
Starbucks ushers in summer with a lineup of drinks to go along with whatever you are (or aren’t) getting into. Shaking up the routine and embracing the shift to being on summertime – where with Starbucks, we can forge and deepen connections, explore endless possibilities, and make even the smallest summer moments feel elevated and special.
Opportunity
Creating a new seasonal reason for customers to visit, by kicking off the summer vibes.
Solution
Time to shake things up
With our customers viewing summer as a time to shake things up, we crafted a seasonal platform focused on popular social actions: customers shaking the ice in their Starbucks drink, making that distinctive happy dance after their first Starbucks sip, and emitting verbal and emphatic sounds of appreciation. We called it “We’re on Summertime” — a declarative call to action for all of America to join in and embrace the vibe shift of summertime.
Execution
A summer must
Upbeat music paired with the new Summer-Berry Refresher taking center stage, the campaign reminded us all that Starbucks isn’t just a coffee stop; it’s a summer must. Our content capture approach leveraged a new-to-Starbucks vignette style, showcasing multiple “mini moments” where Starbucks plays a key role in customers’ lives. The campaign encompassed :30 and :15 commercials, social assets, vertical videos on set and with creator partners, and audio assets in both English and Spanish. Of the commercials developed, the star of the show was "Dance" with its perfect mix of fun and showcasing Starbucks.
Results
Turning up the heat (and the music)
Starbucks crushed success metrics, making 85% of viewers want to swing by their local Starbucks. Among 18–34-year-olds, it earned an impressive 86% favorability score, proving younger audiences love a good jam paired with their drink. With the promotion of a new pairing menu and launch of the summer menu, Starbucks experienced a 3% increase in average ticket across North America.