STARBUCKS APAC REUSABLES ACTIVATION
CHALLENGE
Starbucks is committed to reducing its environmental impact, and one specific goal is to shift from single-use cups to reusables. It offers a range of sustainable options for customers - Bring A Cup, Bring Your Own, and For Here Ware. However, not all are aware of these options, and single-use cups are often perceived as more convenient. How can we encourage people to adopt more environmentally-friendly behaviors in their daily lives?
SOLUTION
Change is easier to take on when you make it smaller. It’s more comfortable when you take your time to make small actionable steps, your way. We’ll use a social media challenge kickstarted by KOLs to make it easy and fun for customers to embrace reusables a part of their everyday routine.
Starbucks APAC
Group Creative Director
Joe Choi
Art Director
Ting Ting Chang, Ed Lau
Copywriter
Ethan Chu
Motion Artist & Editor
Kaleb Lai, Grey Lai
Activation Launch
With a video post, we ask people to join our social challenge.
“ Share a photo of you using a reusable with #SaveACupChallenge and tag five friends to join you.”
Reusables Profiles
Many customers are not familiar with all sustainable options that Starbucks offers. With three social posts, we introduce the Reusable Profiles. This is an idea that ties Starbucks’ reusables, Borrow A Cup, Bring Your Own, and For Here Ware, together with personality types and lifestyles to make it easily accessible and memorable for our customers.
Changemakers of The Week
To reinforce the reusable behavior brought about by this challenge, Starbucks will select a group of people every week and spotlight them as “Changemakers” by reposting their challenge posts and highlighting their profiles on their stories.
Reusables Day
To further reinforce the behaviour shift, markets across APAC end the campaign with the Reusables Day, where discounts and or other motivations encourage reusable use.