Starbucks leveraged their iconic brand imagery with a playful campaign that turned a column at Union Station into a Starbucks cup, complete with a lid extension. The campaign was launched strategically on a column just steps away from the brand’s store location inside the station, effectively attracting commuters on-the-go and directing foot traffic to the store. Creative inspired by seasonal drinks like the Pumpkin Spice Latte, paired with uplifting handwritten messages that spoke directly to the consumer tapped into a preference for personalization. The campaign garnered over 5 million weekly impressions, encouraging busy commuters and passersby to take a moment to relax with their favourite Starbucks beverage.
