星巴克中国“好好照顾每一杯” : 为每一杯来自星巴克伙伴的手艺而自豪 | 广告门

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星巴克中国“好好照顾每一杯” : 为每一杯来自星巴克伙伴的手艺而自豪

Anomaly 非常创意上海 2025-03-20

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星巴克中国推出最新品牌营销战役“好好照顾每一杯”，意在表达每一杯星巴克都承载了咖啡师伙伴的手艺和精心照顾，以此重塑品牌形象。同时强调星巴克的独特之处正是在于吧台里咖啡师伙伴们，他们用自己的手艺和温度给顾客带来了匠心出品。本次营销与全球营销战役“The Starbucks Coffee Company ”相呼应，充分展现了星巴克六万名咖啡师伙伴的手艺，重申了星巴克对咖啡品质的不懈追求。

本次营销沟通以发布一个长版本的品牌视频为起点，视频里每位咖啡师伙伴的娴熟手艺和对咖啡的不倦热情正是这句“最后十英尺掌握在我们手中”的完美写照。

最后十英尺就在我们手中” - 这是咖啡师对咖啡的热爱

一系列以咖啡师伙伴为主角的短视频随后接连释出，从馥芮白的稳定注入到冰震浓缩的冰力震摇，每一条渐进揭开我们日常喜爱的这一杯星巴克背后的手艺，每个镜头在展现这一杯是伙伴们热情与手艺的完美融合。

馥芮白：奶柱稳稳注入，呈现完美圆点和第一口的浓郁

美式：手要快，才能抓住浓缩的油脂香

拿铁：刚好“滋滋”两声的奶泡才能做出完美的拿铁

冰震浓缩：多次冰力震摇，hold住这份咖啡香

浓/小杯：杯盖盖不住伙伴对拉花的热情

而6 万名咖啡师伙伴其实才是本次营销的主角，星巴克鼓励每一位咖啡师伙伴参与到这场他们可以展现咖啡手艺的活动中来，以“#好好照顾每一杯”为话题和平台，用统一的音乐和手写签名在社交媒体上发布内容，分享自己对手作一杯好咖啡的热爱。这不仅带动了咖啡师伙伴们的自豪感，同时也让顾客感受到每一个星巴克伙伴对咖啡工艺的热爱，引发更多的讨论和话题热度。与此同时，全国各地的每一位咖啡师伙伴都在践行星巴克对保证每一杯咖啡品质和关照每一位顾客的承诺。

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品牌

Starbucks 星巴克

创意代理

Anomaly 非常创意上海

所属行业

快消品

形式类别

短视频

所在地区

中国大陆

标签

星巴克品牌营销

时间

2025-03-20

注：本文系广告门企业用户授权在广告门平台发表，内容仅作为该用户观点，不代表广告门立场和观点。

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