Starbucks tapped into the spirit of spring with a campaign celebrating the importance of taking a break. Featuring Tan France, the campaign encouraged consumers to reset their intentions and make more of their time off. Through social activations across TikTok and Instagram, audiences were invited to share how they were honoring their breaks for a chance to win one with Tan.
The campaign generated 1 billion earned impressions, 36.3K organic social engagements, and more than 204K total engagements.
Starbucks Spring coffee Break
NESTLE | SPRING | 2023
THE CHALLENGE
Build excitement around Starbucks’ spring seasonal coffee offerings in a season that typically receives less attention than fall, while encouraging consumers to make time for meaningful breaks. Create a culturally relevant campaign that connected the idea of taking a pause with the spring season and gave audiences a reason to engage with the brand.
MY ROLE
Senior Producer overseeing end-to-end production across campaign content, website development, custom mailers, and the Tan France sweepstakes winner experience. Managed production planning, timelines, and external partners across workstreams, including coordination of the virtual meet-and-greet experience for sweepstakes winners.
PRODUCTION
Produced a one-day photo and video capture with Tan France, developing a suite of still and video assets for earned media, brand and talent social channels, and the campaign sweepstakes website. Production also included website development, custom mailer execution, and coordination of the virtual meet-and-greet experience for contest winners.
CREDITS
AGENCY: Edelman
DIRECTOR: Ali Roberto
PHOTOGRAPHER: Fiorella Occhipinti
PRODUCTION CO: Rodeo Show