Starbucks India Puts Espresso Craft at the Heart of New Campaign
Starbucks India’s new campaign celebrates espresso craft, tracing its journey from coffee plantations to the cup.
SociapaHQ
Starbucks India has released a new brand film ‘This is Espresso. This is the Heart of Starbucks’, celebrating the art and journey behind the espresso that sits at the core of its coffee beverages.
The film opens with a barista making the first espresso of the day before the morning rush, in a format similar to the popular YouTube “day in the life” videos.
Music is used to highlight the energy and craftsmanship that goes into making espresso, set against an energetic rock-inspired soundtrack that evokes the opening riff of AC/DC’s Thunderstruck.
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Check out the video here:
From Coffee Bean to Cup:
We trace the journey of the espresso, from the coffee plantations to the Starbucks cup, and then introduce the range of drinks built around it.
The film shines a light on familiar favourites such as lattes and cappuccinos but also reinforces a simple brand proposition: no matter the final beverage, the craft starts with espresso.
Starbucks India is trying to make the process of making espresso the star of the film to highlight the skill, preparation and coffee expertise that goes into its everyday offerings.
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The barista is also a key character in the campaign, positioning the person behind the counter as an essential part of the coffee experience, not just the final step in the ordering process.
This is Espresso. This is the Heart of Starbucks’, the brand is celebrating the craft behind its coffee using a product-focused narrative and reminding consumers that every Starbucks favourite starts with espresso.
