STARBUCKS — The Summer of FRAPPUCCINO
OPPORTUNITY
Back in 2015, Starbucks was the social darling of Gen Z, and Frappuccino was (and tbh, still is) synonymous with summer. With a channel dedicated to the drink of summer, we challenged ourselves with how we could create content distinction between @frappucinno and the Starbucks channels.
A: Leverage @frappuccino as the instigator of unexpected fun—and think outside the box of traditional social deliverables.
PROCESS
It started with our evergreen content social calendar. We kicked off the season with a style guide that pushed boundaries and offered a tone that cemented Frappuccino into a territory that embraced being weird, irreverent, and most importantly, created a world of fun. Our version of fun involved sooooo many gifs, surreal photo sets built in our in-house studio, and even playing with stock photos.
