Their mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time
Problem: create a campaign which lets the consumer connect Starbuck's mission with the experience they know
Solution: use the familiar products in customer experience, and allow them to help and connect with people
Copywriter: Lauren Ashton Art Direction: Lauren Ashton
Starbucks Coffee Cup
For this campaign, every coffee purchased will have 25% of the money being donated to coffee farmers.
So that the customer gets a human connection, each coffee cup will show the exact country the coffee was grown in, and, instead of the name of the customer written on the cup, it will be the name of the person who is receiving the money
Clickable paper
There will also be a link to use the Clickable Paper app on the cup, so when a photo is taken of the name, there is links to find out more on the particular farmer, donate, or share your cup and donation on the relevant social media platforms (Facebook and Instagram)
There will also be links to watch videos of the farmer and their story, with the option of sending them a message or video about your life after, to replicate a digital version of sharing stories over a cup of coffee
Coffee Blends
Currently Starbuck's Coffee Blends use either countries or abstract nouns for the names of the blends, but, to give it a human feel, it would be changed to have the particular farmers names on the packaging
