Integrated Marketing Creative Brief - Starbucks

Starbucks' Integrated Marketing Campaign caters to Gen Z students, highlighting Refreshers as the ultimate choice for a night out and coffee as the perfect companion for a night in at the library. Embracing the "It's Like A Reward Trend," the campaign positions Refreshers as the ideal chaser or mixer for social occasions, while emphasizing coffee as a comforting ally during focused study sessions. This creative approach aligns Starbucks with the diverse needs of students, offering a refreshing and invigorating option for every moment – from lively nights out to quiet nights in.