The Red Cup
Despite Red Cups being a signifier of the festive season, competitors in the market have followed suit and released their own ‘Christmas Cups’ with a range of festive drinks… Result being, the holiday period is even more competitive than ever.
We needed to remind consumers that Starbucks is the creator of festive coffee and the original Red Cup. So much so that they walk past Costa, into Starbucks, driving consideration and footfall.
There is always controversy around brands marking the start of the festive season too early. Some love it and others huff and puff about it.
We wanted to lean into this tension and celebrate the launch of Starbucks’ Red Cup (and the festive drinks that launch alongside it) in a tongue-in-cheek, self-aware and humorous way, exciting Super Fans and raising a refreshing smile amongst Aspirational Millennials.
Previous Red Cup campaigns have focused on the product however in a broader shift for the brand to focus on human connections, we put people and their reactions at the heart of our launch film.
Both launch film and cut-downs were rolled out on VOD, YouTube and social across various markets in EMEA, throughout November.
Results coming soon...