Your coffee now got even warmer!
You must be wondering how is coffee even related to a newsletter dedicated to marketing, right? But let me once again tell you that yes, now your coffee can be even warmer.
So, Starbucks India, otherwise called TATA Starbucks has come up with a brand new campaign, called "#ItStartsWithYourName". The campaign revolves around a female employee lovingly called "Guddu" by her close ones. She, being a working adult lives far from her home and tends to miss it even more after having a conversation with her mother. One of her colleagues notices this and takes her to a Starbucks cafe nearby. She orders on her behalf and soon order is announced for "Guddu Beta" and she indeed dwells in the ocean of emotions. Hence, Starbucks makes her coffee even warmer by doing so.
I come to think of it as a very innovative and striking move by the corporation in promoting the culture of work-life balance and creating an element of the family away from home. This potentially comes after the rise in the young workforce who work away from their hometowns in emerging or already emerged Metropolitan cities which have been becoming a hotspot for the working culture. In this way certainly, Starbucks made it an out-of-the-box and precisely conceptual element or upgrade to their already existing policy or fashion of writing down their customer's names on the cups of the beverages which indeed has made the company one of a kind in this industry. The relevance of the campaign name #ItStartsWithYourName is highly variable and objective of the customers of the company but for me, in my opinion, it is indeed a well organised and planned name for a campaign like this. The reason is very obvious that a human being is always recognised by his/ her name but is essentially loved by the name which is not known to many but only to those whom he/ she can trust and love back with a full heart. This momentary campaign is one of those emotional connection points which enable a human mindset as well as a tendency to stay connected for an indefinite amount of time.
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It was a pleasure indeed to host you all once again on The Marketing Polestar, do let me know what you think of this campaign in the comments. I will be back with such intuitive and interactive content next week, until then do check out the other articles in this newsletter.
Cheers.