Starbucks branches in Hong Kong and Macau recently introduced an exciting summer campaign, revealing a new tropical menu and the Shining Pastel Collection. The initiative, titled “Connections Behind Every Cup,” seeks to foster unique experiences for customers as they indulge in a diverse selection of beverages beyond the traditional coffee.
The campaign is a collaborative effort involving the public relations agency Edelman, creative agency Cheil, and media agency Starcom. It prominently features Malaysian actress Lin Min Chen in a series of summer-themed videos, marking the campaign’s initial phase.
The videos, available from June 6th, showcase Lin and her friends invigorated by the tropical tastes and soothing chill of the beverages. They set off for a beach party, creating delightful memories and cultivating enduring friendships.
Starbucks Hong Kong’s spokesperson stated that Lin’s lively and exuberant personality perfectly mirrors the refreshing quality of Starbucks’ new refreshers. The actress’s radiance and joy, captured in the campaign video, is expected to radiate summer vibes and foster connections with the community in Hong Kong. Lin’s authentic affinity for Starbucks and her love for sweet mangoes, strawberries, and dragon fruits — key ingredients in the new refreshers — make her a perfect fit for the campaign.
To further engage with the community and spread summer joy, Starbucks Hong Kong will launch a refreshers giveaway truck between June 10 and 18. The truck will visit various Hong Kong and Kowloon locations at specified times, offering free samples of the new Starbucks refreshers beverages.
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The campaign also coincides with the introduction of a new collection and novel products, including mango dragonfruit refreshers with lemonade and dragon drink with mango dragonfruit refreshers. The Shining Pastel Collection and all seasonal beverages will be available at all Starbucks Hong Kong and Macau outlets from June 6.
The mango and honeycomb-themed treats will also be purchasable in Hong Kong on the same day. The merchandise collection is characterized by a youthful, sugary spirit and consists of 20 items, including tumblers, water bottles, mugs, and travelers adorned in soft pastel hues and various ombré shades.
Based on information from the marketing-interactive website.
