Starbucks Global Campaign Helps Coffee Lovers Make it Theirs at Home
Nestlé has launched a global campaign under the Starbucks brand, after the two marketing giants recently established a global partnership, which features a wide variety of Starbucks café now available to enjoy at home.
The campaign is the second created for the brand by MRM Spain after McCann Worldgroup Spain (McCann + MRM + Momentum) successfully pitched and won the Starbucks-at-home agency review at the end of last year.
The new campaign asserts that Starbucks is the only brand to offer coffee lovers the quality usually reserved for cafés now in the comfort of their own homes.
The handwritten element in the line ‘Make it yours at home’ across the campaign is an intentional design decision, highlighting the personalisation aspect of the range of products that Starbucks are world renowned for.
The ‘Starbucks at home world’ developed for the brand, continues the clear vision of consolidating it as part of the brands identity, further driving distinctiveness across the category.
The campaign will be launched in 60 countries, featuring more than 500 pieces across a multitude of channels, offering virtually unlimited modularity and ensuring consistency of the brand message throughout all markets in which Starbucks has a presence.
Regarding the new campaign, Mario Vera, vice president of marketing and global communication at Nescafé & Starbucks At Home, said: “With this campaign we continue to build on what makes Starbucks unique: superb quality and the craft of preparation. Adding a touch of personalisation, because thanks to the Starbucks at home products, people can make the Starbucks experience they love, theirs at home.”
Marina Specht, CEO of MRM Spain said that the context surrounding this campaign makes it even more remarkable: “This work was created entirely during times of Covid 19. It fills me with enormous pride, having witnessed the resilience of the entire team to carry it out and see as a result, the enormous satisfaction of our client for the end product.”
