Context
Starbucks was launching a new multi-serve Ready-to-Drink format, giving consumers more ways to enjoy chilled Starbucks coffee at home. The challenge was to drive awareness and conversation around the launch, while showing people exactly where the new format could fit into their everyday lives.
Strategic Insight
For a new format to earn a place in the fridge, consumers needed more than product awareness – they needed inspiration. By anchoring the launch in recognisable everyday occasions, we could make the new multi-serve format feel relevant, useful and easy to adopt.
Creative Concept
We partnered with TikTok creators to bring three distinct Starbucks moments to life: good mornings, daytime breaks and chilled evenings.
Creator-led content showed the product naturally within real-life routines, making the new format feel at home rather than like traditional advertising. A targeted Spark Ads strategy then amplified the strongest content, extending its reach and putting Starbucks into more feeds.
Full Colour
Result One:
content that travelled
4.2M+ views across the campaign
Result Two:
audiences engaged
48K engagements and 500K reach
Result Three:
awareness that converted
The new multi-serve product accounted for 50% of total year-to-date sales