Company
Starbucks Coffee Asia Pacific
Date
August 2025
The “Back to Starbucks” campaign reconnects the brand with its roots in coffee craftsmanship and human connection, shifting perceptions from a transactional model to a true community coffeehouse.
In the APAC region, where Starbucks leads the market, the campaign emphasizes premiumization and local storytelling. By focusing on our heritage, we aim to re-establish coffee authority and reshape consumer expectations.
I led the end-to-end development of the “Back to Starbucks” campaign, partnering with creative and performance marketing agencies to produce marketing assets and devise a comprehensive paid media plan. I managed on-the-ground video production in Hong Kong, Malaysia, and Indonesia, ensuring the content aligned with local cultures and customs. Additionally, I spearheaded the campaign's rollout across 15 APAC markets within a demanding four-month timeline.
