Starbucks

Channel & Creative Strategy Lead, Qualitative Research, Ad-Product Strategy, Creative Development Support.

Starbucks was facing a decline in brand equity as a leader in the coffee space. The emphasis on convenience had begun to overshadow the core value of high-quality coffee, diluting the brand’s premium coffee positioning.

Starbucks didn’t just rise to iconic status because of its atmosphere—it was the rich, high-quality coffee at its heart that truly set it apart.

ASMR videos celebrating the artistry and craft behind every cup of coffee at Starbucks. Reminding customers that it's not just the experience, but the exceptional coffee at its core that makes Starbucks unique.