Sorry, full access to our website is available to Only!
Become a Member today and get benefits listed below.
When we go to Starbucks we’re met with myriad choices. We expect them. But more important than the fact that there are options, is why there are options. This campaign needed to remind latte lovers that only Starbucks can deliver the perfect latte, because only Starbucks makes your drink exactly the way you want it—a recognition and celebration of your individuality.
Our challenge was bringing to life the idea of customization and individuality around lattes in a way that was both meaningful and mouth-watering. With so many messages to tackle—customization, individuality and appetite appeal—we needed a simple, artful execution that would leave Starbucks lovers wanting to lick the page, thinking: “Starbucks crafts my latte exactly the way I want it, because they know what my latte means to me.” To accomplish this, we brought some of Starbucks’ most beloved lattes to life in beautiful, delectable ways. We carefully melted, molded, baked and iced the elements of each ad using real ingredients inspired by our featured lattes. Each piece was given a unique typographic approach inspired by the ingredients, where we allowed slight imperfections to come through to ensure authenticity and appetite appeal. It seemed only right that equal care and craft go into the execution of the idea as go into making of every single Starbucks latte.
The greatest indicator of the campaign’s success was the popularity of its hero beverage, the new Caramel Flan Latte, which exceeded Starbucks’ sales forecast by 26%. In the end, the work got Starbucks lovers excited about a new favorite, and reminded them that Starbucks crafts their latte like no other.