Context
Starbucks France opened its first shop in Paris in 2004. Since then, the brand has established a presence in France’s main cities, with more than 200 outlets. True to the spirit of the brand, Starbucks France offers a varied range of premium coffees, customisable drinks, as well as a selection of pastries and savoury products. Starbucks pays particular attention to sustainable initiatives, such as supporting ethical coffee producers and using recycled materials.
Jaune Agency, Clever Age’s communications agency, is launching the first brand campaign for Starbucks France.
Client request
After several years’ absence from the media, Starbucks France wanted to make a major comeback on the French advertising scene with an unprecedented, large-scale campaign. The goal was to reconnect with its consumers in an innovative and authentic way, breaking away from the traditional branding advertising norms.
Project description
Jaune, a part of Groupe Clever Age, designed and executed the “Not Only Café” campaign, an innovative project that deliberately blurs the lines between advertising and entertainment.
The key elements of this campaign include:
- Strategic Design
- Development of an immersive and human-centric approach
- Focus on the customer experience rather than products
- Depiction of authentic and relatable life moments
- Content Production
- Creation of a series of short stories featuring different characters
- Development of humorous advertising spots
- Design of posters for outdoor and metro advertising
- Media Plan
- Broadcast on TV replay platforms (TF1, M6, Amazon Prime)
- Cinema screenings (notably during the release of Joker 2)
- Advertising in Paris metros and outdoor spaces
- Extensive dissemination across social media platforms
Examples of advertisements
Discover all the advertising videos:
- Not Only Café – Les bros (épisode 1)
- Not Only Café – Les bros (épisode 2)
- Not Only Café – Les copines (épisode 3)
- Not Only Café – Au bureau (épisode 4)
- Not Only Café – Au bureau (épisode 5)
- Not Only Café – Le date (épisode 6)
Results
The “Not Only Café” campaign marks a new era in Starbucks France’s communication strategy. It allows the brand to:
- Reposition itself as a unique and incomparable experiential destination
- Strengthen its emotional connection with consumers
- Align with the values of authenticity and human connection in 2024
- Refresh its brand image while capitalizing on its iconic strengths
This innovative approach highlights Starbucks France’s ability to adapt to evolving customer expectations while preserving the authenticity of its brand.
