Starbucks needed a big way to kick off our spring campaign and introduce our newest drink platform, Cloud Macchiato.

We dreamed up a plan and created one of the largest product launches in Starbucks history.

Ariana Grande has never been shy about her long standing love for Starbucks, she's also obsessed with clouds. We spotted a large crossover between our target audience and Ariana’s fans and tapped into the relationship we'd been building for years.

The day before the product launched, Ariana made several hints that something was on the horizon and we volleyed back with a variety of cryptic content.

Customers were highly engaged as they found hidden messages in visuals, guessed cloud shapes, came up with weather-themed nicknames, and watched a variety of oddly satisfying content.

Major media outlets and fans caught on quickly. Once interest was peaked, Ariana took the lead, revealing the launch of Cloud Macchiato on her channels.

The hype was real. Together we drove the third highest beverage launch day conversation that Starbucks had seen to date.

Building on the momentum, we sustained the campaign with a cohesive ethereal series of images.