Back to Starbucks Newspaper Ads
Objective
Create newspaper ad concepts for a New York Times placement coinciding with National Coffee Day and the ramp up to the “Back to Starbucks” campaign.
Solution
Develop five unique visual concepts with three copy directions based on a CEO letter and invitation back to stores, a National Coffee Day marketing theme, and a news moment around handwriting on cups. Each concept plays into different aspects of the brand identity, leveraging photography and typography as standout design elements.
Team
Andrew Vagner, art director and designer
Michael Ko, copywriter
Back to Starbucks
Leverage an open letter from the CEO, this concept invites audiences back to Starbucks to experience what they’ve always known about the brand — excellent coffee.
Visual approach one: nostalgia, heritage, craft, and connection.
Visual approach two: connection, craft, bean to cup.
It’s a great day for coffee
Lean into a broader marketing campaign to show a commitment to coffee and convey that every day is just as important as National Coffee Day at Starbucks.
Visual approach one: people in coffee, bean to cup.
Visual approach two: macro visuals, craft, bean to cup.
Handwritten
Use the moment to share the news that handwriting on cups is coming back. In tandem with an earned media pitch, lean into sentiment from the open CEO letter..
Visual approach: bold, branded, typographic.
