To celebrate its ten years of brewing, serving, and inventing beverages, Tata Starbucks Private Limited has launched an online campaign on its social media platforms under the hashtag #BrewYourOwnStarbucks. By giving its consumers a once-in-a-lifetime opportunity to be featured on the Starbucks menu, the company’s campaign honours its illustrious existence in India and deepens the strong relationships it has forged with its patrons over the years.
Deepa Krishnan, chief marketing officer of Tata Starbucks, commented on the initiative, saying that as they celebrate the tenth anniversary in India, they want to honour all of their customers and the concealed barista in them. As passionate about coffee as Starbucks is, their customers are also creative and open to new ideas. Customers are encouraged to offer their own custom Starbucks beverage recipes as part of this innovative initiative for a chance to see their names and distinctive drinks on the Starbucks menu. This innovative, ground-breaking initiative is Starbucks’ way of saying thank you to their customers and providing them a chance to be Starbucks baristas.
This innovative campaign has been given life in a film that has been conceptualised and made by Edelman India in association with The Yellow Umbrella Films in order to increase its visibility. The movie celebrates Tata Starbucks’ ten-year anniversary in India and offers viewers a special chance to interact with the company and contribute to its illustrious legacy.
The movie begins with a girl going into a Starbucks and asking the barista to create her a drink according to her own formula. The store surprises her by listing her recipe as Naina’s Decadent Frappuccino on the menu board as she continues to describe it. The barista informs the girl that Starbucks is commemorating its tenth anniversary by recognising the barista in her which makes her feel pleasantly delighted and overwhelmed. The video encourages viewers to participate in this unique promotion by submitting their own original beverage ideas for a chance to be included on Starbucks menus.
According to brand consultant Abhimanyu Mishra from Brandfizz, there are numerous ways to create, support, and strengthen a brand on its anniversary. In some cases, it makes sense to incorporate an anniversary message into a larger advertising plan. No matter how a brand conducts its advertising, the messaging needs to be accurate. This can be done through anniversary advertising that uses validity to connect with audiences like what Starbucks has ended up doing and move key strategic messages forward in a creative way.
