CUPS OF KINDNESS

Following the Unicorn Frappuccino phenomenon, Starbucks found itself in the shadow of its own success. The barrage of Starbucks inspired unicorn selfies overshadowed our hard-fought reputation as a brand with purpose. To remedy this, we launched Cups of Kindness, a weeklong promotion in partnership with Lady Gaga’s Born This Way Foundation, supporting youth empowerment and wellness.

The core message, “be kind,” put our brand’s purpose at the center of the work. The creative we produced was upleveled and unexpected, and it offered our audience a more meaningful way to participate in the Instagrammable drink trend.

 
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CREDITS
Creative Direction // Wade Campbell + Briar Waterman
Photography // Lisa Thiele
Copy // Josie Daniels

 

RESULTS

  • We raised $250,000 to support kids

  • Lady Gaga served drinks as a guest barista

  • I found a new favorite drink in Matcha Lemonade

  • Perhaps most importantly, we showed customers we still had a soul