STARBUCKS: GOOD FEELS GOOD

What Does Good Feel Like? It's a trickier question than you might think.

We asked real people, baristas, and influencers what good feels like to them, because feeling good is what Starbucks' new Teavana Shaken Iced Tea Infusions are all about. This campaign was a pivotal shift in Starbucks' marketing strategy, moving from purely transactional ads to emotional, human-centric storytelling.

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Results: During the campaign year, Starbucks sold over $1.6 billion in Teavana beverages within its stores - a double-digit increase that significantly contributed to the company’s $22.4 billion in total consolidated net revenue for fiscal 2017.

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Adweek  |  AdAge