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Croatia
From Customized Orders to Starbucks’ Summer Platform
Goal: To create a seasonal identity around the Pink Drink and engage customers.
Media: social media, digital channels, physical locations
Summary: Starbucks has developed the Pink Energy campaign to build a broader summer platform around its popular Pink Drink, which evolved from customer adaptations to become a permanent menu item. Launched in late June, the campaign features merchandise and new frozen drink offerings linked by their pink color, focusing on confidence, creativity, and personal atmosphere rather than productivity. The campaign will continue throughout summer across various media.
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