Starbucks has unveiled its latest ‘Taste the Season’ campaign, signalling the start of the holiday season and placing an emphasis on GCC residents’ outdoor routines with a Gen Z spin. While a large part of the world embraces snug sweaters, fireplaces and the indoors, the GCC gears up for the familiar routine of getting back outdoors with a coffee in hand.
The full-360 campaign, which is live on TikTok, Snapchat, Meta, YouTube, programmatic advertising, outdoor and point-of-sale, teases the comeback of the distinctive holiday cup and a customer favourite, the Gingerbread Latte alongside the release of Starbucks’ Toffee Nut Latte.
The ‘Taste the Season’ campaign positions these Starbucks coffee and the cups they come in as the perfect accompaniment to outdoor hangouts in the backyard, road trips, parks, picnics, beach days, barbecues, camping and everything in between.
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Think Starbucks’ signature rich, creamy, caramel-flavoured Toffee Nut Latte range, topped with whipped cream and toffee nut sprinkles, as well as their sweet Gingerbread Latte range, topped with gingerbread-infused whipped cream and gingerbread crumbs in the desert or in the park or on a long drive to a nearby getaway.
“The holiday season here is unlike anywhere else,” said Olena Lemeshko, Vice President of Marketing, Product and Digital at Starbucks MENA. “Grabbing a Toffee Nut Latte and making the most of the weather is such a staple part of people’s routines, and we’re so excited for our customers to get to experience that once again.”
The targeted age group for the campaign is 18-44 year olds with content native to each channel, using the latest placements and targeting on offer.
Talking about the creative inspiration behind the campaign, James Young, Senior Art Director at Socialize said, “We loved the visual juxtaposition of red and green themed seasonal drinks against the backdrop of what are typically ‘summer’ activities in the rest of the world, and thought the campaign was a creative and stylish way of showing that nobody does the holiday season like we do.”
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CREDITS
Client:
Alshaya Group – Starbucks Middle East
Client team:
Rahat Reza – Head of Marketing
Rumaisa Khan – Performance Marketing Manager
Lara Khalifeh – Senior Marketing Manager
Ozge Sener – Social media Manager
Nour Ismail – Marketing Executive
Mohamed Ghandour – Marketing Executive
Nada Essaoufi – Marketing Executive
Liz Basdermejian – Content Designer
Creative agency: Socialize
Aurelien Fonteneau – General Manager
Dalya Mudhafar – Account Director
Tala Omar – Account Manager
Yasmin Alaa – Project Manager
Thando Mafongosi – Strategy Director
Christian Gacal – Production Lead
Gem Macalma – Director of Photography
James Young – Senior Art Director
Rafael Bergamini – Senior Art Director
Jack Rogers – Senior Copywriter
Martin Iskander – Content Creator
Shohret Ragab Gamila – Arabic Copywriter
