Starbucks Summer Refreshers Fashion-Forward Campaign
Starbucks X Tata CliQ
Challenge
Break through saturated seasonal beverage category. Differentiate from competitor summer campaigns. Create shareable content that transcends functional product messaging.
Approach
Repositioned beverages as fashion accessories and lifestyle statements
Applied high-fashion editorial photography principles to QSR marketing
Developed "street style meets summer sip" creative direction framework
Execution
Art-directed hero visuals inspired by glossy magazine editorials
Directed photoshoot styling blending beverage and fashion aesthetics
Produced motion graphics and process art for multi-platform deployment
Created flexible template system enabling rapid campaign adaptation
Delivered assets optimized for Instagram, mobile app, in-store digital screens
Impact
Achieved highest social shareability for summer campaign 1M+ views
Transformed functional beverage promotion into aspirational cultural content
Established reusable creative framework for future seasonal launches