Starbucks Holiday Campaign
NARRATIVE
Though our traditions may look different this holiday season, we’ll all be craving those special, nostalgic feelings even more. And Starbucks can be that beacon of warmth and hit of holiday our customers seek. Whether you’re going somewhere, or just cozying up at home, the feeling is the real destination, and Starbucks is that stop on your way to merry—a merry that starts within, and emanates out.
This year, our campaign invites us all into a moment of joy.
And an invitation to share it.
Tagline: Carry the merry.
IN-STORE
PACKAGING
Christmas Blend
We craft our Christmas Blend with heart and joy every year, but this year has something extra special. We’ve created a blend inspired by our 1984 recipe—with all the original sweetness and spice. Dark-roasted beans from Guatemala, Colombia and Papua New Guinea come together to highlight the hero of this cup: our rare Aged Sumatra. Notes of herbs, baking spices and a velvety rich chocolate finish will fill your cup with festivity.
TASTING NOTES
Spiced & refined
Holiday Blend
Bring the spirit of the season home with our jubilant Starbucks® Holiday Blend. This smooth coffee combines seasonal, bright Latin American beans with mellow Sumatran coffee—roasted to perfection. A balance of nutty and maple flavors creates a full-bodied, subtly herbal sip. No matter what is on the menu, this crowd-pleasing cup pairs with any celebration.
TASTING NOTES
Herbal & balanced
CUPS
OUT-OF-STORE
COMMERCIAL FILM
AUDIO
Copywriter + Art Director: Grace Gabel // Designers: Jamie Jones, Taylor Mattson, London Dewey
ACDS: Jeff Ashley, Francesca Merlini // CD: Jeff Wilkson // Film Director: Donnie Bauer
Food&Wine
This year’s theme is “Carry the Merry,” not only to spread good gives but, ostensibly, because a pandemic has limited so many locations to carryout and delivery service only.
Thrillist
Starbucks is certainly delivering in terms of merriment here.
Fox Business News
This year’s non-denominational designs were inspired by a “Carry the Merry” theme, inviting customers to enjoy “the little moments of brightness” this holiday season with a cup of coffee in hand.
Business Insider
Many Americans are grasping for whatever festive celebrations they can find during the pandemic, making the red cups more relevant than ever in 2020.