Nestlé Japan STARBUCKS ORIGAMI® Engagement Campaign

CLIENT
Nestlé Japan Ltd.

IDEA
STARBUCKS ORIGAMI® Engagement Campaign

This was an awareness campaign for STARBUCKS ORIGAMI, an at-home personal drip coffee designed to bring the Starbucks experience into everyday life. The target audience was people who love Starbucks but don’t typically make coffee at home.

Our first goal was to help them discover the enjoyment of brewing coffee themselves. We came up with the idea of creating fun social media content that would spark interest and create buzz online. The result was “Find Out Your Personality Type with STARBUCKS ORIGAMI,” an experience where moving your finger in a circular motion on your smartphone, as if you were pouring hot water over the coffee grounds, would “diagnose” your personality type. For those whose interest was piqued, we sent out actual STARBUCKS ORIGAMI Drip Coffee accompanied by a special letter. The letter was designed to reveal a hidden message when held over the rising steam as the coffee was brewed, adding a small moment of surprise and delight to the at-home coffee ritual. Together, these layered experiences invited people into a new relationship with the STARBUCKS coffee experience.