New Starbucks Chilled Coffee brand platform goes live today across 59 EMEA markets including UK and Germany

Starbucks Chilled Coffee’s new brand platform has gone live across 59 EMEA markets with key countries including the UK, Germany, Spain, Netherlands, Poland. 

‘WHATEVER YOUR THING, we’re in’ is inspired by the pressure young people feel to constantly edit themselves - and their desire to reject that expectation and truly be themselves. 

The integrated campaign, led by AMV BBDO with Edelman, Carat and BD, will roll-out across social, OOH, shopper and AV, supported by paid, earned and creator activity

At the heart of it is a hero film starring longboard skater Jikal Hassan. The film was shot with an observational, cinematic feel, following Jikal weaving through a city - suitcase in tow - moving between moments with confidence and purpose.

Paul Dolan, Professor of Behavioural Science at the London School of Economics and Political Science, provided insight for the campaign around the emotional value of protecting your ‘thing’. 

He says: “We often drift away from the goals, people and experiences that genuinely matter to us because of social pressures, comparisons with others and the demands of modern life. Behavioural science shows that people thrive best when they allocate their time and attention to what might be called ‘their thing’. The challenge isn’t always about finding it but, rather, protecting it.”   

Charlotta Oldham, Marketing Director EMEA at Starbucks Chilled Coffee, says: “Starbucks has always been at its best when it brings people together with what they love. Our new platform reimagines Starbucks Chilled Coffee as the companion to personal passions and reinforces the need to protect ‘your thing’.”  

“This marks the start of a new platform designed to scale across markets and drive long-term growth in the category. As the ready to drink category continues to evolve across EMEA, we see significant headroom for growth by creating clearer differentiation and deep relevance in consumers’ daily lives.”

Sam Williams, Strategy Partner, AMV BBDO, says: “The category typically frames ready to drink coffee as providing consumers with the energy that they are lacking. We saw an opportunity to challenge the narrative and position Starbucks Chilled Coffee as the sidekick to a generation already redefining their individuality.”

Howard Schultz

Quick commerce big hitter, Gopuff, reports that Howard Schultz, the founder of Starbucks, has joined the company’s board of directors.

Since leaving Starbucks, Schultz continues to serve as Chairman Emeritus, offering insights and advice where needed. He has since extended his mentorship to several next generation entrepreneurs and founders at various companies with an emphasis on helping to cultivate people first businesses.

“I’m excited to join the board at Gopuff and share my learning and experience of over 40 years in building Starbucks. Gopuff is in the imprinting stage of its culture and growth, and I look forward to seeing it continue to build trust earned through quality, consistency and a deep respect for customers,” says Schultz.

“We are humbled to welcome Howard Schultz to our board of directors,” says Yakir Gola, Co-founder and Co-CEO at Gopuff. “Howard built an iconic brand that changed the daily routines of people across the globe and what they expect from the companies they love.”

“But more importantly, he built it with an unwavering belief that how you treat people matters most. Rafael and I share that conviction deeply. As we enter our next phase of growth, we look forward to Howard's partnership as we work together to redefine the way consumers shop.”

“We've long been inspired by Howard's success and his approach to business,” says Rafael Ilishayev, Co-founder and Co-CEO at Gopuff. “He created an entirely new category and built a company with values at its core - one that continues to define what a great consumer brand looks like decades later. Now, with the most exciting chapter for Gopuff still ahead, we are honoured to have Howard’s wisdom and perspective in our boardroom.”