Starbucks HK and Macau discovers ‘connections behind every cup’ with new summer campaign

Starbucks Hong Kong and Macau has unveiled a new summer-themed campaign and expanded its offerings with a new tropics-inspired food menu and the Shining Pastel Collection. 

Also known as "Connections Behind Every Cup’, the campaign aims to encourage customers to create extraordinary encounters with friends and families, when enjoying a wide array of beverages apart from conventional coffee. Done in collaboration with public relations agency Edelman, creative agency Cheil and media agency Starcom, the campaign features Malaysian actress Lin Min Chen (林明禎) in its summer-themed video series as the first phase of the campaign. 

Available from 6 June, the video series features Lin and a group of friends getting energised by the beverages’ tropical flavours and cooling sensation. Then they travelled to the beach for a summer party, creating wonderful memories and long-lasting connections along the way. 

A spokesperson from Starbucks Hong Kong told MARKETING-INTERACTIVE that Lin’s fun and energetic aura embodies the refreshing sensation of the new Starbucks refreshers. “Her joy and radiance as captured in the campaign video will help spread the summer vibes, to connect with our customers and community in Hong Kong,” the spokesperson said.

The spokesperson added that Lin has a genuine connection with Starbucks which makes her a natural fit for Starbucks Hong Kong summer-themed campaign video. While she loves sweet, juicy mangoes, fresh strawberries and dragon fruits, they are all key ingredients in the newly-launched refreshers.

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To spread the Summer fun and connect with the community, Starbucks Hong Kong will launch a refreshers giveaway truck from 10 to 18 June. The truck will travel to locations in Hong Kong and Kowloon at select hours, to offer free samples of the new Starbucks refreshers beverages for citizens. Moreover, the campaign is also displayed on social media , digital platforms, MTR commercial, tramcar, in-store and in-app activations. 

Furthermore, the campaign also comes with the launch of a new collection and new products including mango dragonfruit with lemonade refreshers and dragon drink with mango dragonfruit refreshers. All seasonal beverages and the Shining Pastel Collection will be available in all Starbucks Hong Kong and Macau stores from 6 June.

The mango and honeycomb-themed delicacies will also be available for purchase in Hong Kong on the same day. Bursting with a sugary aura and youthful spirit, this merchandise collection consists of 20 tumblers, water bottles, mugs and travelers, decorated in pastel yellows, soft pinks, light blues and various ombré hues. 

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