A STARBUCKS APAC FOOTBALL BRAND CAMPAIGN
THE ASK: How does Starbucks hijack global football frenzy during the 2026 World Cup without official sponsorship rights?
Fans in APAC don't just watch the matches; they live the build-up, the midnight viewing sessions, and the post-match debates.
Starbucks is already a natural hub for meetings and talking with our established third place.
It’s a prime opportunity for us to host deeper connections between customers and partners, and fans from all over the world.
Our goal with this campaign is to reignite brand love for Starbucks in the region and position ourselves as the heartbeat of the sports journey in APAC —
to be an integral part of every moment and conversation our customers have before, during and after the World Football Tournament.
Deliverables: 360 Campaign Toolkit (In-Store Visual Identity & Copy, Social Content Production, Merchandise Storytelling, In-Store Activations)
CREATIVE EXECUTIONS:
1) In-Store LTO Drinks: Fueling the Fanaticism
Introducing functional, energy-boosting LTOs,
Iced Chocolate Cream Protein Americano and Iced Vanilla Cream Protein Pure Matcha,
tailored for fans pulling late nights and long tournament days.
Role: Authored tactical, sports-pun copy bridging protein strength with matchday stamina across primary in-store touchpoints (A-Frames, Banners, Menu Boards).
SOME EXAMPLES ON THE STARBUCKS MALAYSIA CHANNEL:
2) Football Bearista™ Merch: Your Midnight Viewing Buddy
Personified the limited-edition Football Bearista™ merchandise to reflect the real fan journey:
burning the midnight oil and staying up late for kick-offs.
These content pieces were adapted and posted across different Starbucks APAC channels such as
Malaysia, Indonesia, Vietnam, Thailand, Taiwan, Hong Kong, Australia, and Singapore.
3) Social Launch & Engagement
Generated hyper-relevant social teasers and announcement assets contextualizing Starbucks menu items within football culture.
Role: Executed copy and concepts for campaign reveal posts on Instagram to drive pre-tournament buzz.
4) Tactical In-Store Gamification
Activation 1: "Score a Reward"
A tabletop mini-game setup where customers slide a Starbucks takeaway cup across the table,
attempting to score in the goal area to win rewards.
Activation 1: "Score a Reward"
A tabletop mini-game setup where customers slide a Starbucks takeaway cup across the table,
attempting to score in the goal area to win rewards.
Role: Authored clear, punchy copy for instructional tent cards and designed the concept for in-store spatial decals to guide customer UX and drive engagement.
Activation 2: "Spin a Free 'Kick'"
A compact, high-impact counter wheel styled like a fast-spinning football.
Each panel concealed instant prizes including drink freebies, bonus star points, and treats.
Role: Ideated the activation mechanics and authored copy for all accompanying instructional and promotional tent cards.
AT ONE OF INDONESIA’S STARBUCKS BRANCH:
5) Campaign Tone of Voice & Copy Framework
Establish a cohesive creative direction for local market teams to adapt the campaign without
violating FIFA sponsorship guidelines or diluting the Starbucks brand voice.
Created clear copy guardrails that balanced high-energy football wit, protein/stamina messaging, and strict legal compliance
(e.g., using contextual sports cues instead of trademarked terms).
Role: Shaped the overarching tone of the campaign by writing modular taglines and defining a comprehensive "Copy Do’s & Don’ts" playbook.
Activation 2: "Spin a Free 'Kick'"
A compact, high-impact counter wheel styled like a fast-spinning football.
Each panel concealed instant prizes including drink freebies, bonus star points, and treats.
Role: Ideated the activation mechanics and authored copy for all accompanying instructional and promotional tent cards.
AT ONE OF INDONESIA’S STARBUCKS BRANCH:
5) Campaign Tone of Voice & Copy Framework
Establish a cohesive creative direction for local market teams to adapt the campaign without
violating FIFA sponsorship guidelines or diluting the Starbucks brand voice.
Created clear copy guardrails that balanced high-energy football wit, protein/stamina messaging, and strict legal compliance
(e.g., using contextual sports cues instead of trademarked terms).
Role: Shaped the overarching tone of the campaign by writing modular taglines and defining a comprehensive "Copy Do’s & Don’ts" playbook.
Copywriters: Gladys Law, Victoria Heng
Art Directors: Alexa Choo, Kezia Christni, Joanna Lim
Creative Directors: Rodrigo Mitma, Boone Wong, Daniel Foo
Art Directors: Alexa Choo, Kezia Christni, Joanna Lim
Creative Directors: Rodrigo Mitma, Boone Wong, Daniel Foo