Sayako Minami
Senior Art Director, Designer
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Starbucks

It’s that moment we realize summer has truly begun. The vibe shifts. We shed our layers, break out the sandals, and bask in the joy and excitement for all the summertime activities ahead. That was the feeling we set out to evoke for the 2024 seasonal social campaign—and with the launch of a new drink that’s unlike anything Starbucks has released before, it was the perfect catalyst to kicking off summer with a splash.

We’re on Summertime

For the launch of the new Summer Berry Refreshers, we leaned into water as the visual thread tying all our assets together into one cohesive campaign, while highlighting the drinks’ distinctive color and the fun of popping pearls.

 

Results

💙 Summer-Berry Refreshers performed at nearly 300% of sales forecast
👀 3.4m+ views on our Teaser video, with 4x the usual amount of shares across Reels and TikTok
🏅 Launch post was Starbucks’ 3rd most shared post on IG, 6th on TikTok, 8th on FB
🤯 Overall record-breaking launch engagement on all Starbucks channels

Summer, Continued

Not to forget the rest of summer and Starbucks’ other offerings, we created more vibrant social assets featuring the refreshing nature of these icy beverages, rooted in summer realness and inspired by the playful, unseriousness of the season.

 

Agency: SPCSHP
Associate Creative Director: Aidan McDermott
Senior Art Director: Sayako Minami
Senior Copywriter: Megan Williamson
Photographer: Julia Stotz