The Starbucks Verismo is a single serve at home coffee machine. The brand plays well with digital as well as traditional media so my teammate, Stephanie Telemaque, and I decided to add a splash of both. We were also very excited to be featured in Adweek's Talent Gallery for this campaign!
IDEA: With the Verismo, Starbucks is now allowing consumers to customize and personalize their own drinks in their own home.
COPY: We wanted this campaign to be very simple because there were a ton of moving parts. The tagline "designed by you" came easily because we wanted the consumers to know exactly what this campaign was about with just a glance. Most of the body copy would be "written by consumers" so I kept it simple but also focused on the deliciousness of the drink creations.
This high tech campaign includes a logo, a virtual game that you can play from your phone and computer and can be featured on a screen in times square, a twitter contest, print ads, a kiosk in train stations to order a cup of your favorite coffee before you even get to the Starbucks nearest to you, and a recipe page on the Starbucks Verismo website.