This site uses cookies. By continuing to browse this site you are agreeing to our use of cookies. Find out more here.

News

Starbucks launches first global brand campaign

29 September 2014
Starbucks launches first global brand campaign

Coffee giant Starbucks is launching its first global brand campaign under the strapline “Meet me at Starbucks”.

The campaign, created by agency 72andSunny, features a mini-documentary shot in 59 different stores in 28 countries, using 39 local filmmakers, 10 local photographers and one director.

The full project was shot over a 24-hour period and features a wide variety of different people and their stories visiting the drinks chain including an elderly couple, a hearing-impaired group, business meetings and reunions.

A Starbucks spokeswoman said that the campaign is based around the idea that there are so many easy ways to be connected thanks to technology but “we’re not really connected unless we’re face to face.”

A 60-second snap-shot version of the documentary will start airing today in the US, and Starbucks could potentially take TV spots in certain markets. The campaign will also include display ads and social media efforts.

Viewers on YouTube will also be prompted during the video to watch mini documentaries about some of the subjects.

The cities featured in the campaign include New York, Singapore, Beijing, Mumbai and Berlin.

Related Stories:
EC probes Apple, Starbucks and Fiat tax affairs
Starbucks slapped with $2.7bn fine in fight with Kraft
Starbucks launches @tweetacoffee with Twitter

Laura Bracher, London

Comments  

Add comment

You must be signed in to comment. Click here to sign in

Email

Close [x]

The Shortcut

Sign up for your weekly fix of global media and marketing news and insights.

Global Agency Wallchart

Guide to Nation Brands

M&M's annual wallchart shows the ownership structure of the large agency holding groups - an ever-more valuable resource as the trend towards consolidation and holding company deals accelerates.

Digital Agency Wallchart

Guide to Nation Brands

M&M's annual overview of the digital agency landscape, making sense of who owns which hot shop, and keeping track of consolidation, in a fast-evolving sector.