Starbucks has unveiled its 2024 festive campaign, ‘Drink In, Breathe Out’, aiming to show the coffee giant as a safe place for customers seeking relief from the hectic holiday season.
The ad launched across Europe, the Middle East and Africa, with the campaign also announcing the return of Starbucks’ Red Cup and its holiday menu.
The 30-second TV slot, created by TBWA/London, follows a stop-motion shopper rushing through the holiday chaos. When he takes a moment with his Starbucks drink the world slows, allowing him to reconnect with the spirit of the season and his family.
The ‘Drink In, Breathe Out’ theme will be extended through digital, OOH, experiential and social media activations looking to drive footfall to its stores over winter.
“Amidst the holiday rush, Starbucks can offer a moment of calm when it’s needed most,” said Michelle Chin, VP, marketing & product.
“‘Drink In, Breathe Out’ is about uplifting the everyday by encouraging more moments of calm amidst the chaos. We want to remind people that we’re a community coffee house where people can pause, reconnect, and share meaningful moments, whether with loved ones or with themselves.”
Starbucks’ 2024 holiday menu includes returning favourites like the Toffee Nut Latte, also with new additions such as the Gingerbread Cream Iced Chai Tea Latte and Caramel Waffle Cream Iced Latte.
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