Ask any loyal Starbucks consumer to tell you about her Starbucks. Universally, you’ll hear a statement that starts with, “My Starbucks is the one…”
Maybe it’s the one on her way to work. Or it’s the one where they know her name and her order. But what follows is a description of the store or stores she personally claims as her own. The emotional attachment she feels for her Starbucks far exceeds typical brand loyalty.
This campaign extends the boundaries of that emotional connection to include her at-home coffee experience by pairing the same language she might use to describe a Starbucks store with images from her home. Visual correlation brings new emotional resonance to her at-home experience with the brand. And the entire campaign is anchored in the truth that you can enjoy the same Starbucks coffee at home as is served in the cafés–Our place or yours.
Reach included above the line commercials, broad print placement, digital hub, rich media, and social content.
For a digital experience, visit starbucks.com/athome
