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Launch of Starbucks protein drinks - where movement met flavor

Launch of Starbucks protein drinks – where movement met flavor

The launch of Starbucks protein drinks became an opportunity to create an experience that naturally aligned with the rhythm of an active lifestyle. Instead of relying on classic product-focused communication, we centered the campaign around movement, energy, and authentic brand interactions. This led to the creation of a concept combining training sessions, a running community, and product tasting experiences.

Challenge


  • The market is increasingly embracing protein products, while consumers are more eager than ever to choose solutions that support an active lifestyle.

  • We wanted to position Starbucks in a new context – one that felt closer to everyday activity and healthy, sport-driven habits.

  • An important goal was to encourage participants to naturally create and share content on social media.

  • Another key objective was to build authentic engagement around the product launch.

Execution


  • We developed an event concept in which the product became part of an active morning routine.

  • Participants started the day with a mobility workout before discovering and tasting the new Starbucks protein drinks.

  • We invited digital creators to take part in the event, helping amplify its reach through live coverage and social media content.

  • We also partnered with a running club and organized the “Starbucks Run,” engaging a community of active lifestyle enthusiasts.

  • Every stage of the experience – from physical activity to product tasting – was designed to deliver a cohesive brand experience.

Effect


  • The product launch took on a format that went beyond a standard advertising campaign.

  • The event resulted in high engagement among participants – both during the event itself and the “Starbucks Run” – as well as a strong presence across social media.

  • More than several dozen social media posts documenting the run were published online.

     

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