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Starbucks Brings Feel-Good Energy with New Spot for BAYA Energy

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Energy BBDO creates the 'Energy That’s Good' creative campaign with director Henry Scholfield

Starbucks Brings Feel-Good Energy with New Spot for BAYA Energy

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:

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STARBUCKS BAYA ENERGY DRINK, “ROLLING”

AGENCY: Energy BBDO

CLIENT: Starbucks

PRODUCT: BAYA Energy Drink

TITLE: Rolling

ORIGINAL AIR DATES: 3/19 (soft launch), 4/29

MEDIA TYPE: National TVC, OLV, and social

AGENCY: Energy BBDO

EXECUTIVE VICE PRESIDENT CHIEF CREATIVE OFFICERS: Josh Gross, Pedro Perez

EXECUTIVE VICE PRESIDENT CREATIVE DIRECTOR: Allison Hayes

CREATIVE DIRECTOR: Dan McCormack

CREATIVE DIRECTOR: Jon Leachman

SENIOR ART DIRECTOR: Abigail Chieppa

SENIOR COPYWRITER: Lucy Butka

EXECUTIVE VICE PRESIDENT HEAD OF INTEGRATED PRODUCTION: John Pratt

PRODUCER: Lily McNamara

SENIOR VICE PRESIDENT EXECUTIVE DIRECTOR OF MUSIC: Daniel Kuypers

SENIOR MUSIC PRODUCER: Claire O'Connor

EXECUTIVE VICE PRESIDENT CLIENT SERVICE DIRECTOR: Anna Bleers

ACCOUNT SUPERVISOR: Nicole Kazan

ASSISTANT ACCOUNT EXECUTIVE: Cole Hines

SENIOR VICE PRESIDENT GROUP STRATEGY DIRECTOR: Shannon Smiley

EXECUTIVE VICE PRESIDENT, MULTICULTURAL MARKET – D,E&I LEAD: Carla Eboli

PRODUCTION COMPANY: Reset

DIRECTOR: Henry Scholfield

MANAGING DIRECTOR: Dave Morrison

EXECUTIVE PRODUCER: Megan Moore

EXECUTIVE PRODUCER: Jen Beitler

EXECUTIVE PRODUCER: Michael Garza

HEAD OF PRODUCTION: John Moran

PRODUCTION SUPERVISOR: Chris Latimer

DOP: Patrick Aldinger

PRODUCTION DESIGNER: Tristán Mur

CHOREOGRAPHER: Charlotte Mayhew

PRODUCTION SERVICE: Gatehouse

EXECUTIVE PRODUCER: Bev Wynne

SA PRODUCER: Dagny Warmerdam

PRODUCTION MANAGER: Megan Baker

EDITORIAL COMPANY: Cabin Editing Company

SENIOR PRODUCER: Joanna Hall

EDITORS: Scott Butzer & Andrew Ratzlaff

ASSISTANT EDITOR: Eduardo Wong

SENIOR PRODUCER: Joanna Hall

EP: Adam Becht

MANAGING DIRECTOR: Carr Schilling

VISUAL EFFECTS COMPANY: No8

MANAGING DIRECTOR: Barny Wright

POST PRODUCER: Glen Percival

CREATIVE LEAD: Jim Allen

COLOURIST: Alex Greggory

AUDIO: Flare Chicago

SENIOR POST PRODUCER: Samantha Vaupel

SOUND ENGINEERS: Ben Treimer & Steve Aguilar

MEDIA AGENCY: OMD Media Agency

DIRECTOR INTEGRATED MEDIA PLANNING: Zach Garbiso

GROUP DIRECTOR VIDEO INVESTMENT: Jenna Racz

MANGER DIGITAL ACTIVATION: Ilsa Ahmed

MEDIA AGENCY: Spark Foundry

EXECUTIVE VICE PRESIDENT: Stephanie Howard

SENIOR ASSOCIATE: Alison Petrea

DIRECTOR: Kathryn Quart

ASSOCIATE DIRECTOR: Christina Vargas

PR COMPANY: Edelman

SENIOR VICE PRESIDENT: Samantha Lee Tangney

SENIOR VICE PRESIDENT: Meg Martin

SENIOR VICE PRESIDENT EXECUTIVE CREATIVE DIRECTOR: Kelson Berkus

EVP, EXECUTIVE CREATIVE DIRECTOR: Marianna Ruiz

VICE PRESIDENT, STRATEGY DIRECTOR: Amanda Schaufele

VICE PRESIDENT, CREATIVE DIRECTOR: Rodrigo Bistene

SENIOR ACCOUNT SUPERVISOR: Emily Burns

SENIOR ACCOUNT SUPERVISOR: Alli Colzani

PROJECT DIRECTOR: Kiley Cullen

CLIENT CONTACT

NAME: Chanda (Wong) Beppu

TITLE: Vice President, Product - Beverage at Starbucks

EMAIL: CBeppu@starbucks.com

Genres: Visual VFX

Categories: Coffee shops, Retail and Restaurants

Energy BBDO, Mon, 09 May 2022 15:24:55 GMT