If I talk about Starbucks, what do you think? Do you remember any coffee? Or the famous paper cup with a green mermaid?
But Starbucks is more than a place to get a cup of coffee. It’s a place where people come together and share life’s moments. For this reason, in this article, I want to tell you about a great campaign launched by Starbucks in 2014.
This global campaign is called “Meet me at Starbucks”, and takes a documentary-style showing a day in the life at Starbucks, all over the world, through a short emotional video that involved 59 different stores in 28 countries (including New York, Rio de Janeiro, Bogota, Singapore, Beijing, Mumbai, Toronto, Paris, and Berlin), an ambitious job coordinated by the agency 72andSunny. It has captured countless moments that celebrate the human spirit and show that good things happen when we get together.
In this mini-documentary, there are various topics: a group meeting for the deaf, a group of women discussing scrapbooking, business meetings, couples, and friends teenagers. These stories became interactive for customers, who began documenting their experiences using the Instagram hashtag #HowWeMet.
“Every day around the world, millions of people gather at Starbucks, but it’s never been just about the coffee”. In fact, the campaign shows that there are so many ways to connect with the world thanks to technology, however, we are not really connected if we don’t see people face to face.
What’s Your Name?
Starbuck’s mission is “to inspire and nurture the human spirit; one person, one cup and one neighborhood at a time”. It is a values-led company and continues to be a warm place where members of the community can gather, feel welcomed, and experience a deep sense of connection.
Every time, when a customer orders a drink, he can hear the famous question “What’s your name”?
Taking a customer’s name, writing it on a cup, and calling it out is a symbol of our warm welcome. It is part of the Starbucks experience and creates a moment of connection between baristas and customers. For this reason, has been launched a new campaign to celebrate this act and the significance it can have for some transgender and gender diverse people as they use their new name in public.
On the occasion of this campaign called #whatsyourname, Starbucks is proud to be launching a new limited-edition Mermaids Cookie, which is now available in UK stores. This cookie, with a shimmering design and in the shape of a mermaid’s tail, is made with a combination of delicious buttery shortbread, a blue glaze, and a hand-threaded purple glaze, all made with natural dyes.
Then, 50p from every sale will go towards the £100k donation that will help grow Mermaids’ helpline service, which provides support for young transgender people and their families.
To conclude this topic, I would like to share with everyone a beautiful welcome sentence that I read: ”Whoever you are or want to be, this is your Starbucks”.
