Starbucks has unveiled its new region-wide campaign ‘Original Knows Original’, which aims to reaffirm the brand’s promise of offering customers a place to be themselves.
From personalising their coffee to expressing their authenticity in any way they choose, the ‘Original Knows Original’ campaign reflects how the brand cares about individual tastes and communities in the region.
Rahat Reza, Starbucks MENA Marketing Director, said, “For more than 25 years, Starbucks has been part of the everyday rhythm of life in MENA, a place where no two orders, names, or stories are ever quite the same. As a pioneer in shaping global coffee culture, we continue to welcome each new generation as they are, creating spaces where individuality and connection thrive.“
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‘Original Knows Original’ builds on that legacy, celebrating the small, human details that make every moment, and every cup, uniquely personal.
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Currently live in the UAE, Saudi Arabia and Kuwait, the multi-phase campaign was also tailored to each of the markets in terms of the visual look, dialects and cultural nuances.
The campaign, which is set to run until the end of the year, is developed by Starbucks’ advertising partner Impact BBDO with support from Wonderful Productions and Where Is This.
The campaign kicked off with a film celebrating the originality of Starbucks’ customers.
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The social media content included a series of 20 social-exclusive edits featuring supporting characters from the hero film.
The content also included baristas taking viewers behind the scenes to show what makes Starbucks original and influencers, whose unique stories inspire people to stay true to themselves.
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This hero film was supported across the region with an OOH campaign that included more than 5,000 placements, as well as a radio campaign and in-store activations.
In the next phase that’s now live, the OOH campaign will features ‘originals in real life’, who were discovered through street casting.
“Because at Starbucks, a name on a cup may sound familiar, but the story behind it never is. And it’s our green apron partners (baristas) who recognise and welcome those stories every day,” Reza said.
“The campaign aims to be a celebration of connection, individuality and the people we welcome into our coffeehouses each day,” Reza added.
Ali Rez, Chief Creative Officer at IMPACT BBDO Group, said, “This project has exemplified from the beginning the remarkable outcomes that a strong partnership between agency and brand can achieve.”
“It has been a true pleasure to develop this Starbucks campaign together, which beautifully reflects the unique spirit of the MENA region,” Rez concluded.
CREDITS:
Client: Starbucks
Agency: Impact BBDO
Production partners: Wonderful Productions and Where Is This.
