Starbucks has entered the energy category with the launch of Starbucks BAYA Energy, a ready-to-drink beverage crafted from caffeine naturally found in coffee fruit, as well as antioxidant vitamin C for immune support.* According to Mintel, energy drinks are on the rise and the consumer need for energy has only increased. With total energy drink sales reached an estimated $16 billion in 2021, up 48% since 2016, energy drinks are one of the strongest performing and consistent categories in the wider non-alcoholic beverage industry.
To launch Starbucks BAYA Energy drink, the team collaborated with Energy BBDO to create the 'Energy That’s Good' creative campaign. The campaign celebrates the feel-good energy of Starbucks BAYA Energy drink, and came from the insight that when you are full of good energy, it comes through in all you do. The integrated marketing campaign (a TV spot and nationwide sampling tour, social, digital, PR, influencer, and shopper initiatives) is launching in phases throughout the spring and summer 2022.
The new :30 film is a visual dramatization of feel-good energy. As the spot’s leading woman skates throughout the city, her good energy impacts the world around her. From singing pineapple earrings to mannequins coming to life in a storefront, the energy builds to a crescendo as our hero jumps toward the sky surrounded by a burst of tropical birds. “When you feel good, your energy impacts everything and everyone around you,” says Allison Hayes, EVP executive creative director at Energy BBDO. “We thought that dramatizing this type of energy could set Starbucks BAYA Energy apart from the typical depictions found in the energy category.”
The film is choreographed to Jarino De Marco’s 'Happy All the Time' which will launch on May 13th soon after the film, and is brought to life by director Henry Scholfield’s flowing camera moves and standout art direction.
"When introducing the new Starbucks BAYA Energy to customers we wanted a creative campaign that highlights the refreshing, fruit-flavored boost of feel-good energy - as well as the uplifting vibe that only Starbucks can deliver from caffeine naturally found in coffee fruit. We’re thrilled with how the campaign turned out and can’t wait to see our customers’ response," said Jenn Wong, vice president, channel development at Starbucks.
The work will run on TV and digital/social media including Facebook, Instagram, Snapchat, Pinterest, YouTube, Pandora and Spotify. The advertising campaign is complemented by 360 marketing efforts including: