Nitro cold brew
The goal
Break down the complexities of Nitro Cold Brew, Starbucks’ mysterious new drink, and win over skeptics.
The Solve
People are suspicious of things they don’t understand, we knew infusing cold brew with nitrogen was sure to raise eyebrows.
In testing, customers who tried Nitro had a "whoa" moment and flipped from doubters to fans.
We ran with that idea and built a campaign that didn't just explain what Nitro tasted like, we showed why it tasted that way.
Nitro is coffee + science, so we brought in Bill Nye – the expert for breaking down the world's mysteries in bite-sized entertaining ways.
How it worked
We worked hand in hand with Bill to explain Nitro's impact on taste and texture. Together we created social vignettes, a long form video, and a series of GIFs.
We rounded out the campaign with a variety of product focused content, bringing "woah" to life in crave-able ways.
the Results
The campaign drove so much demand that our operations teams had to sprint to rollout Nitro in every store nationwide.
The work lead to an increase of cold coffee sales by 6%.
The campaign was one of Starbucks most viewed campaigns to date, driving the second-highest engagement that year and sparking nearly 12x our benchmark for shares.
No, we’re actually aren’t related.
Role: Creative Director
Agency: SPCSHP
Director: Tim K
Photographer: Steve Giralt
Food Stylist: Robyn Valarik
Production Design: Patrick Müller