“Welcome to Starbucks. The story of coffee and a community, that of Starbucks Coffee Company.”
The art and passion for coffee distinguish the partners (employees) of
Starbucks, who from day one establish a special bond with customers
- Starbucks has launched a major multichannel advertising campaign
in Italy entitled “Welcome to Starbucks. The story of coffee and a community, that of Starbucks Coffee Company.”
– The 60-second video invites viewers to discover what makes Starbucks special: the art
of coffee, the people who make it with passion, and a place to feel
at home. The video tells the story of the brand’s identity, which is based on attention to detail, quality, and connection between baristas and customers, all of which make Starbucks… Starbucks. - The video is being aired on major free-to-air TV networks, Discovery and Sky channels, streaming platforms such as Netflix, digital channels such as YouTube, Spotify and Meta, as well as Out of Home, with billboards in major Italian cities and travel channels.
Milan, July 2, 2025 – Starbucks’ new advertising campaign is a celebration of coffee and the connection between baristas and customers.
The creative energy reflects all the effort the bartenders put in every day to provide customers with a unique experience, emphasizing the importance of the bond with the bartenders through the perfection in the preparation of each and every drink and the warm welcome given to all.
Sunday, June 29 marked the debut of the campaign, which will run until August 15, split between free-to-air TV networks and Discovery channels, as well as on TV platforms such as Netflix, the travel-related Out of Home channel, and digital channels such as YouTube, Spotify, and Meta.
With a female narrative voice and a script tailored to our country, the new Brand Campaign highlights what has always set Starbucks apart: an unparalleled coffee experience, a warm welcome and a comfortable space where communities can come together, the so-called “Third Place.”
It all starts in the darkness, then suddenly, out of the darkness…the action: ground beans, whipped milk, shots ready, espresso shaken, shaken 10 times, not one more, not one less. Velvety milk poured over a double shot of pure perfection, ah…this is a real treat! This is the story of coffee and a community: the Starbucks Coffee Company, inspired by Italy, reinterpreted in Seattle. Your baristas are ready, the best coffee beans are ready, a warm welcome to brighten your day is ready. That unique feeling that only the perfect sip, brewed exactly the way you like it, can give you — it’s here. “Welcome to Starbucks!”
The Thunderstruck soundtrack, one of the most iconic songs by the historic Australian rock band AC/DC, released in 1990, accompanies a fast-paced and exciting narrative characterized by pure, powerful and overwhelming energy.
Vincenzo Catrambone, general manager of Starbucks Italy, commented, “We are excited to have launched our first multichannel brand campaign ‘Welcome to Starbucks. Every day begins and ends with our partners wearing the green apron, the hallmark of our stores. This campaign is nothing more than a representation and celebration of their mastery, based on everydayness, commitment, passion for coffee, and a special connection with customers from day one. We believe it all represents the heart of Starbucks, that of a community. To our partners I renew my thanks for what they accomplish every day, with dedication and great passion.”
Below is the link to the campaign landing page “Welcome to Starbucks” https://youtu.be/doAsvQS_TBI
BRAND CAMPAIGN TIMELINE
- Launch of multichannel media plan: from June 29 to August 15, 2025
free-to-air TV, such as Sky and Discovery Channel, as well as streaming platforms (such as Netflix). Digital channels: YouTube, Spotify and Meta. - Social Media: digital content adapted and optimized for engagement with the Starbucks community and beyond.
- Out-of-Home (OOH): large activation campaign in major Italian cities to increase the visibility of the initiative.
Media strategy and planning: by Spada Media Group.
Voice over: local adaptation by TBWA Italy.
