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Starbucks new campaign opens up a world of possibilities for coffee lovers
MUMBAI: In its endeavor to continue to create unique and special moments of connections for customers in India, Starbucks launched its first locally conceptualized campaign – Welcome to Starbucks # MyMood #MyStarbucks. The campaign is an invitation to find that special personalized beverage which could relate to the varying layers of our daily emotions.
This campaign is based on making consumers appreciate the need to make distinctive choices and thereby, create personalized experiences in their daily life. The campaign #MyMood #MyStarbucks is centered around empowering the customer to explore a world of possibilities through customizations for their every mood. It aims to help the customer discover their ‘own’ beverage by breaking down existing trial barriers and simplifying the steps of customization through the true beverage artists – the Starbucks partners. Be it an extra drizzle of delicious syrups, some extra crunch or even a double espresso shot, customers now have the opportunity to artfully craft and finish each beverage to suit their every mood.
The campaign is brought to life through six lifestyle imagery, conceptualised by the Tata Starbucks’ creative agency Mullen Lintas and shot in India by leading photographer Atul Kasbekar which captures emotions and the perfectly personalised Starbucks beverage which elevates the moment and makes it special. Six interesting moods including ‘I’m late to work and I love it.’, My Monday feels like Friday’, ‘My stylish new profile pic’, ‘Just hanging out with friends’, etc. have been conceptualized to encourage customers to express themselves and discover their own favorite customizations to suit their mood.
With the launch of the campaign, actress Jacqueline Fernandez and actress/ writer Twinkle Khanna also shared their mood and their Starbucks beverage, which best compliments it on their Social Media platforms.
“Starbucks has always been committed to delivering a unique and unparalleled experience for every customer. It is a place where one can see varying moods, varying lifestyle needs and the celebration of various occasions. With #MyMood #MyStarbucks, we invite our customers to discover their own personalized Starbucks beverage by picking from countless options to find the perfect one that suits their mood best, in exactly the way they like it and artfully handcrafted by our store partners. We invite you to explore the world of endless possibilities. Welcome to Starbucks!” said Manmeet Vohra, Director – Marketing and Category, TATA Starbucks.
All customers have to do is follow 3 simple steps – 1) Visit any Starbucks store between 5th – 25th April and fill out the customization cards available in-store; 2) Share your mood and what beverage suits your mood best on the store community board and 3) Get any two free customizations on your next beverage!