In celebration of the upcoming International Coffee Day on 1 October, Starbucks Reserve has unveiled the second phase of its “Connection Behind Every Cup” brand campaign to connect consumers with elevated coffee experiences.
Building on the partnership with Hong Kong actor Leon Lai last year, Starbucks has collaborated with Leon again on two new promotional videos. In the videos, the brand focuses on introducing Starbucks Reserve by highlighting the rarest coffee beans with its premium coffee choices, professional Starbucks Coffee Master, and its craftmanship.
Also known as “Savour Your Way to an Elevated Coffee World”, the second phase of the campaign will run from September to November 2023. The consumer activations will run for three consecutive Wednesdays starting from 4 October 2023.
Starting from 3 October, customers can watch a masterclass series of short videos hosted by Lai and coffee masters on Starbucks Hong Kong’s Instagram page. Customers will be introduced to a variety of brewing techniques, including Pour Over, Siphon and Chemex, as well as the craftsmanship behind latte art, along with a showcase of the rare single-origin coffee beans they can enjoy at Starbucks Reserve.
As part of the “Savour your way to an Elevated Coffee World” campaign, customers can participate in a giveaway activation on Starbucks official Instagram starting from the end of October to 11 November to get a chance to take part in the Starbucks Reserve signature workshops - Starbucks Reserve Coffee and Food Tasting Workshop, to enjoy a specially curated four-course menu and a thoughtful collection of coffee pairings at the Starbucks.
To connect consumers further with the elevated coffee experience, the campaign also launches a series of activations, done in partnership with Edelman Hong Kong. This includes the Starbucks Reserve 10,000 Cups Specialty Coffee and Starbucks Reserve Coffee Workshops giveaway, offering more customers the chance to immerse themselves in the rare and extraordinary Starbucks Reserve experience. Customers can get a taste of Lai’s choices of Starbucks Reserve coffee by entering the 10,000 Cups Specialty Coffee giveaway.
The campaign will be promoted via social media, digital platforms, MTR commercials, in-store, in-app and social media activations. Furthermore, Starbucks invites customers to participate in a series of Starbucks Reserve Coffee Workshops giveaway, for a chance to learn the know-how of coffee brewing methods, coffee appreciation, and latte art with Starbucks Coffee Masters.
“We are pleased to see the success of the first phase of our ‘Connection Behind Every Cup’ brand campaign this Summer. In phase II, our focus is to introduce Starbucks Reserve with premium coffee choices and our experienced coffee masters, and we are excited to partner with Leon again, who is known as an authentic coffee lover and Starbucks customer,” said Spencer Lee, head of marketing, Starbucks Hong Kong and Macau.
“At Starbucks, we always strive to continuously enhance our customer experience. One of the proof points is our latest introduction of one-of-a-kind Starbucks OVISO expresso machine exclusively at our newly opened Starbucks Reserve Bar in Kai Tak Airside, which is also our 12th Starbucks Reserve Bar in Hong Kong and Macau. The Starbucks OVISO expresso machine is designed to revolutionize the customer experience, showcasing innovation and expertise in coffee.”
The idea of the new campaign was built around Starbucks HK's previous summer campaign "Connections Behind Every Cup’, which aimed to encourage customers to create extraordinary encounters with friends and families, when enjoying a wide array of beverages apart from conventional coffee.
Available from 6 June 2023, the video series featured 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.
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