Create the same emotional connection at home, which she has in cafes, when she’s buying it at the grocery store, instead of a Starbucks store.

Everyone has a favorite Starbucks store. The store where they know you by name, there’s a cozy seat by the window, or they always make your coffee just the way you like it. The Starbucks At Home Coffee campaign drew on the emotional connection many Starbucks fans have with the café, and crafted a parallel emotional connection with the home.

The campaign was enthusiastically received. Lead Starbucks Creative Studio clients commented that it was accretive to the brand equity, and looked like work they might have done themselves.