NOT YOUR AVERAGE INSTANT
Agency: TBWA/Integer | Client: Starbucks | Role: Sr. Copywriter
[TV]
Instant coffee was not hot
The last time it was advertised on TV, it involved a 90s mom in a bathrobe.
And even then, they didn't show how the sausage was brewed.
So for the relaunch campaign for Starbucks' instant coffee product, VIA, I was inspired by the stigma of the category. At every step, it's confronted head-on.
For the TV spot, that meant full-frontal product porn and a childless millennial in a kimono.
Instant evolution.
[RADIO]
Oh hey, early adaptors
Is your coffee next-gen? It could be. If you're forward-thinking & playfully rebellious enough to defy category conventions...
[PRINT]
Styling as a storytelling device
This is no basic instant coffee drinker. Look at her mug! She's got excellent taste. Look at her ring story! She's got stories to tell.
