DAte: 2017
Client: Starbucks
Agency: Brand New School
Role: Copywriter / Content strategist
Project: "Discover Flavor That Takes You Places" — A Campaign for Starbucks
Situation: In 2017, Starbucks was set to launch its new "Premium Select Collection," a line of internationally-sourced packaged coffees designed for the at-home market. To support this launch, Starbucks initiated a highly competitive pitch process, inviting top creative studios to present a campaign concept that could capture the unique, travel-inspired essence of the new blends and stand out in a crowded marketplace.
Task: As a creative writer at the acclaimed studio Brand New School, I was teamed with the senior creative director, Jen Mebes. My specific task was to craft the core narrative and strategic concept for our pitch. The mission was clear: win the business by developing a powerful, memorable idea that would not only sell the coffee but also evoke the feeling of wanderlust inherent in the product line.
Action: I dove into the product, focusing on the vibrant, location-specific packaging and the international origins of the coffee beans. From this, I developed the central creative platform for our pitch.
Crafted the Core Concept: I created the foundational campaign idea and tagline: "Discover Flavor That Takes You Places." This narrative directly connected the simple act of brewing coffee in your kitchen with the grand, emotional experience of global travel and discovery.
Wrote the Winning Pitch: I wrote the complete pitch presentation, articulating this vision. The concept proposed a visual journey where the beautiful packaging becomes a portal, magically transporting the viewer from their home to the exotic landscapes where the coffee originated. The narrative was designed to be a feast for the senses, celebrating color, flavor, and the spirit of adventure.
Result: The "Discover Flavor That Takes You Places" concept was the winning pitch. Brand New School was awarded the project by Starbucks, beating out several other highly respected agencies. The narrative and tagline I developed became the strategic and creative foundation for the final commercial and the successful 2019 launch of the Premium Select Collection, perfectly capturing the product's unique promise in a compelling and beautiful campaign.
