Campaign emphasizes personalization and everyday coffee moments
Starbucks India has unveiled its latest campaign titled ‘Take a Blonde Turn’, spotlighting the role of everyday coffee rituals and the growing demand for personalized beverage experiences. The initiative is a part of the brand’s ongoing effort to make its coffee offerings more customizable and approachable for a wider audience.
Campaign Storyline
Set inside a cozy Starbucks café, the campaign film begins with a customer ordering a Blonde Almond Flat White. The visual narrative walks viewers through the beverage’s preparation – from grinding the Blonde Espresso beans to pulling a smooth double shot and finally adding almond milk to complete the drink.
The story then opens up to lively café scenes, capturing groups of friends enjoying limited-time offerings like the Date Cortado and the Pecan Iced Shaken Espresso, reinforcing Starbucks’ diverse and evolving beverage menu.
Brand Commentary
Mitali Maheshwari, Head of Product and Marketing at TATA Starbucks, commented:
“‘Take a Blonde Turn’ reflects a shift in coffee preferences, with more individuals seeking personalised and approachable options. The Blonde Espresso Roast offers a lighter flavour profile, and the campaign reinforces our intent to make customisation accessible and part of the regular experience.”
🎯 Strategic Focus
This campaign underscores Starbucks India’s broader strategy to adapt to evolving consumer tastes by offering flexibility in drink choices and embracing coffee personalization as a daily ritual. The focus on Blonde Espresso Roast, known for its mild and smooth flavor, supports this goal by appealing to customers who prefer lighter brews.
📝 Key Takeaways:
- Campaign Name: Take a Blonde Turn
- Core Theme: Personalization & everyday rituals
- Star Drink Highlighted: Blonde Almond Flat White
- Other Featured Items: Date Cortado, Pecan Iced Shaken Espresso
- Strategic Goal: Promote accessible customisation and lighter roast options
This campaign positions Starbucks not just as a coffee brand, but as a personalized daily ritual for modern Indian consumers. Whether you’re a longtime fan or new to Blonde Espresso, the message is clear: your coffee, your way.
