CREATIVE CHALLENGE

To reignite love for Starbucks we needed to remind people of the unique traits that make Starbucks so much more than your average coffee shop - connecting more deeply with our audience, through the values we share.

To that end, we had to go beyond storytelling and ‘walk the walk’ investing in meaningful action that epitomised these values. Reinstating Starbucks as a symbol of progress and in turn, a ‘brand for people like me’.

SOLUTION

To succeed, we needed to reappraise our relationship with the masses and TV was proven to be effective in doing this.

But, Starbucks hadn’t advertised on TV for over 20 years and budget levels remained restrictive… So, we thought laterally. The Channel 4 Diversity in Advertising Award posed an opportunity to win media investment and with it, a chance to progress both culture and the brand.

The notion that Starbucks sees names and not labels, allowed us to embark on a journey based on something that wasn’t manufactured or a category trope, but engrained within the DNA of the brand and the actual service experience - something which doesn’t come along that often.

We took an everyday gesture of writing your name on a cup and turned it into a powerful statement of welcome, for even the most marginalised groups of society.

Talking to YouTube bloggers and to LGBT+ groups and charities, we discovered just how meaningful this act was to the transgender community. On the journey of self-identity where they often get ‘dead-named’, Starbucks was often a place where they would use their chosen name and have it welcomed comfortably, sometimes for the first time. Here, Starbucks had genuine permission to act.

And ‘What’s your name?’ was born - a platform for one of the most marginalised communities to proudly exclaim their chosen identity and, if they want to, tell their stories to inspire and support others.

EXECUTION

We won Channel 4’s Diversity in Advertising Award and used the air-time as a flare to shine a light on meaningful action.

The campaign hinged on three fundamental parts. The first was a Hero Film that brought to life the very real story of a young transgender individual experiencing the challenges of dead-naming until he uses his chosen name at a Starbucks, which is warmly recognised to his delight.

Given the story was of an experience common to many, the second component were a series of ‘moving portraits’ which brought to life further individual stories of real transgender people and their identities.

Underpinning all of this was perhaps the most fundamental part - a partnership with young transgender charity, Mermaids. A special edition cookie was created, from which sales would contribute to supporting the charity.

Starbucks also invested in ensuring every café experience was a welcoming and safe ‘Third Place’; from ‘welcome’ signs on every door, to enhanced diversity and inclusion training for Partners.