KelleyDeveny
Starbucks
BUBBLES WITH BENEFITS
Art Direction: Abby Pak, Keaira Williams
UX Design: Mira Wegman
Copywriting: Kelley Deveny
Creative Intern Dream Team: all of the above
THE ASK:
Create a new product & launch campaign for a Starbucks menu item that capitalizes on the success of healthy sodas like Poppi and Olipop.
NICHE TARGET AUDIENCE:
Comedy Fans.
The Big Insight:
Burnout is rampant among Gen MZ.
While they often use humor to deal with emotional challenges, taking further steps towards wellness feels overwhelming and out of reach.
Our audience needs easy ways to boost their physical health, knowing that it also positively impacts their mental health.
8 hours of sleep each night.
10,000 steps every day.
12 different skincare products.
A different supplement pill for every mood you feel.
Whoa– do people actually have time for all this stuff?
The internet bombards you with a million and a half habits that are essential for a healthy and happy life – but instead of being helpful? It just stresses you out.
It’s time to celebrate the small steps toward wellness that you can incorporate into your day-to-day – even if it's just eating something green, getting up in your cat's personal space, or sipping on something that you don't have to feel guilty about.
A new self-care habit that you can customize, combine, test out and taste. To discover what makes you feel like the best version of you, inside and out.
Say hello to bubbles with benefits: the all-new Starbucks Carefreshers and Boosters.
Start happy-sippin’ your afternoon pick-me-up.
Manifesto:
The Product
CAREFRESHERS
A fresh twist on classic Refresher flavors, now with added fizz and better-for-you sweeteners.
All-new wellness Booster add-ins, including Immunity, Gut Happy, Chill, and Multivitamin blends, make for endless customization possibilities!
All new packaging
Plastic cans with aluminum tops, sealed in real time by baristas.
Made to highlight Carefreshers' on-the-go-convenience and differentiate them as functional beverages
=
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Refreshment from the inside out, one Boosted bubble at a time.
Social
Teaser
Caption:
Something good is bubbling...
Launch
Caption:
Introducing 🫧Carefreshers🫧– Your fave Refresher flavors, boosted with bubbles and added health benefits
🥭Mango dragonfruit, 🍓Strawberry Acai, 🍍Pineapple Passionfruit, & ALL NEW 🍋Citrus Limeade
Custom-make your day with any one of our all-new wellness Booster blends: Immunity, Gut Happy, Chill, or Multivitamin
Sustain
Caption:
Self care you can sip? Spectacular we'll take 14 of them 🫧
TikTok Engagement Activation:
Gift your Funny Friends Series
Starbucks will encourage users to post videos gifting their favorite Carefresher to their funny friends.
It's time to repay your funniest friends for all the bits they've hatched just to make you laugh.
You never know when an act of kindness is exactly what a friend needs!