Cloud Macchiato

The goal

Excite customers to try Starbucks' newest drink platform, topped with a pillowy texture, worthy of it's name: Cloud Macchiato.

The Solve

the Results

Major media outlets and fans caught on quickly, the hype was real. We drove the second highest product launch conversation Starbucks had seen to date.

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.

How it worked

We developed a strategy and pitched the plan to Ariana and her team. Once we won them over we brought it to life.

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.

Once interest was peaked, Ariana took the lead, revealing the launch of Cloud Macchiato on her channels.

To sustain the excitement we leaned into the cloud theme and created a variety of product focused visuals.