Starbucks® Coffeemezation is Back and Invites Customers to Create Their Dream Beverages
Starbucks® launched its Coffeemezation campaign last year, which drew favorable feedback, particularly among the millennial and Gen-Z groups. This year, Coffeemezation returns with a slightly different concept, inviting customers to create their dream drink while also winning a number of enticing prizes at the end of the campaign.
Second Year of Coffeemezation in Indonesia
“This is the second year that Coffeemezation is being held in Indonesia, with a slight twist that makes the campaign even more interesting than the previous year. If last year we introduced the concept of drink personalization through a campaign, this year with the theme ‘Make Your Drinks Come True,’ we invite customers to share their creative ideas in realizing their dream drinks, while winning several attractive prizes,” said Liryawati, Chief Marketing Officer for PT Sari Coffee Indonesia, the official licensee of the Starbucks® brand in Indonesia.
“Craft as one of the pillars of the Starbucks® brand is highly emphasized in this campaign because we want to invite customers to think creatively and make their dream drinks available in all of our stores in Indonesia, but also show the expertise of our baristas to translate their ideas,” she added.
This year’s Starbucks® Coffeemezation presents a different concept that invites customers to make their dream drink come true.
Menu customisation for beverages at Starbucks® has really been a topic of discussion since the early 2000s and is expanding through the hashtags #StarbucksSecretMenu or #StarbucksSecretRecipe on social media.
Astrid Tanggara, Senior General Manager, Portfolio Marketing & Communication for PT Sari Coffee Indonesia
Customers and baristas can be creative by adding syrup, caramel sauce, coffee shots, less sweet alternatives, and changing the type of milk to vegetable milk, nonfat, and decaf coffee options. “The ability to customize drinks makes this campaign more personal, especially for Gen-Z,” Lirya noted.
