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.

Three clear plastic Starbucks cups filled with blue iced drink and red berries, surrounded by water splashes and pink balloons.

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.

Hand with blue nails holding a Starbucks cup with a blue and pink drink and bubbles against a blue sky background.Two smiling women holding cold beverages outdoors, one with orange sunglasses on her head and the other holding a Starbucks cup.
Hand with yellow nail polish holding a Starbucks iced coffee with foam on top and green sunglasses hanging from the fingers.

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.

Hand holding a Starbucks cup with blue and white layered drink and red tapioca pearls, set against a blue sky with bubbles and text reading 'SIP-SATIONAL' and 'Summer Skies Drink'.
Two hands holding Starbucks Cinnamon Crumble Oatmilk Frappuccino beverages topped with whipped cream, over a blue and white patterned blanket on grass.
Hands holding Starbucks Refreshers beverages in Strawberry Açaí and Mango Dragonfruit flavors raised against a sunny sky with colorful flags in the background.

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.

Plyr embed. This only shows up on the production site.

Results

85% showed visit intent

86% favorability score

3% increase in average ticket