Creativity Brand Strategy

Starbucks touts vitamin C-infused Baya energy drink as ‘energy that’s good’

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By Webb Wright | Junior Reporter

May 9, 2022 | 3 min read

Starbucks is commemorating its entrance into the competitive energy drink category with a new ad campaign called ‘Energy that’s good.’ Launching today, the campaign “celebrates the feel-good energy of Starbucks Baya Energy drink,” per a statement from the brand.

By combining a sizable dose of caffeine (160 mg) with vitamin C, Starbucks’s new energy drink is positioned to appeal to a younger consumer base that’s increasingly concerned about health and wellness – especially in the aftermath of the pandemic, when immune health is very much on people’s minds.

The new campaign, created by BBDO, shows a young woman who, after taking a sip of Starbucks Baya Energy, proceeds to groove and rollerskate her way through a metropolitan area, surrounded by similarly young and fashion-forward pedestrians. An upbeat song – fittingly called Happy All The Time – blares in the background, catchy enough that even the protagonist’s pineapple-shaped earrings come to life and start singing.

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Starbucks aims to vibe with a younger audience in its latest ad campaign / BBDO

The new campaign was derived “from the insight that when you are full of good energy, it comes through in all you do,” BBDO said in a statement. It’s being rolled out in phases throughout the spring and summer of this year, and in addition to the TV spot will include pushes on social and digital, as well as influencer partnerships.

Starbucks will also be promoting its new energy drink with a “nationwide sampling tour,” which kicked off in April.

“When introducing the new Starbucks Baya Energy to customers we wanted a creative campaign that highlights the refreshing, fruit-flavored boost of feel-good energy – as well as the uplifting vibe that only Starbucks can deliver from caffeine naturally found in coffee fruit,” Jenn Wong, vice-president of channel development at Starbucks, said in a statement. “We’re thrilled with how the campaign turned out and can’t wait to see our customers’ response.”

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