Starbucks: This is not a Starbucks
This campaign jolts Starbucks back to relevance. This Is Not a Starbucks ditches cozy perfection and replaces it with blunt, attitude-driven honesty. It forces people to stop and feel something again — reminding them why Starbucks once mattered by showing the exact opposite of the comfort they expect.
It works by using rebellion to reignite nostalgia. Instead of soft and safe, Starbucks gets raw and self-aware. It breaks its own rules to earn back attention (and affection.) This is not a rebrand, it is a wake-up call for a generation that has forgotten why they loved Starbucks on the first place.
Audience: Gen Z and Millennial creatives (18–35) who crave realness, edge, and brands that aren’t afraid to break their own rules.
