Starbucks X You:
Encouraging Personalisation
Consumer & Culture Context | Campaign Strategy |
The Challenge
Launch the new Creme Brulee beverage customisation and encourage customization trial across the range of summer drinks.
The Work
Consumers are driven by habit & there’s lots of judgement when it comes to veering from the norm. Starbucks menu can also be daunting with the vast range of options available. We needed to make customisation a creative act and inspire people to express themselves through their summer drinks.
The Starbucks X You platform was born to put consumers front and centre as the hero. Across OOH, Social, Digital and Stores the brand showed up like a fashion brand, taking cues from collab culture and inspiring customers to find their go-to summer beverage.
The Role I Played
Summer Beverages Creative Strategy
Creative Brief
Comms Planning
Toolkit Development
The Impact
Ongoing: Launched May 2024
