To own iced drinks ahead of summer, Starbucks launched new signature offerings in spring.
We tapped into a simple truth: hot drinks comfort, iced drinks refresh. They feel lighter, brighter and more energising. That first cold sip doesn’t just hydrate, it wakes you up. It Hits Different.
From this, we created the global 360 campaign platform It Hits Different – a concept that proved so successful, it was extended from spring into summer and ran twice as long as originally planned.
What could have been...
We pitched the client a bold stunt we knew would make the Starbucks Insta girlies go wild:
changing the shape of the ice.
Starbucks is known for its aesthetics, so why not make iced drinks stand out with ice cut to match seasonal themes such as Spring, Valentines and Halloween?
This approach didn't move forward, but it helped to strengthen our relationship with client, who loved the insight and idea, reinforcing trust in our creative instincts.
