Starbucks Premium Instant

The Problem

Starbucks instant coffee. A simple idea with one big problem; instant coffee drinkers are not the type to spend “Starbucks Money” on something they’re already getting for half the price. This is a coffee drinker that’s perfectly fine with ‘perfectly fine,’ so how do we get this unapologetic instant coffee drinker to trade up to Starbucks Premium Instant? 

The Solution

We quickly discovered that the stagnation in this category could be twisted in our favor. After all, people don’t notice a pattern until they see something that breaks it. With Starbucks Premium Instant, our audience can finally enjoy a premium cup of instant coffee, all they have to do is... stir things up. ​

Acting as an invitation and a call to action, Stir It Up uses both verbal and visual language that's familiar to instant coffee drinkers. It's a call for our audience to grab their favorite spoon and stir up their instant coffee routine by stirring up a mug of Starbucks Premium Instant. ​

Video

Led by a mystifying visual that showcases Premium Instant's beautiful microground arabica beans, our campaign is a beacon to instant coffee drinkers everywhere that Starbucks is serious about the instant coffee game, and they have the taste to back it up.​ This isn’t just instant coffee… this is Starbucks coffee, in an instant.

Print

Social

While video and print allowed us to capture the magic of our key visual and convey our message, social media was also a vital component of this campaign, tasked with spreading the word about SPI, demonstrating how to use it, and showing its wide range of uses. With a long media flight from June to October, these posts would serve as a consistent reminder about the newest instant offering from Starbucks. This social was also flanked by a series of sponsored posts from Tan France of Queer Eye.

… And The Rest

But that’s not all, folks! In addition to everything you’ve seen, we went all-out with interactive SPI games, instructionals, tasting guides, recipes, celeb tips, pairing suggestions, mix-in inspo, and even sampling mailers (below) that were a 1:1 recreation of our on-shelf packaging.