As the warmer days of summer approach, those coffee rituals that are so important in the winter months sometimes get pushed aside for sunnier pursuits. The Summer Monday campaign encouraged Starbucks customers to create new summer coffee routines based on cool, refreshing beverages. This campaign also helped to promote the Starbucks mobile app by giving customers loyalty points for using it to purchase the Summer Monday drinks and snacks.
We took a graphic approach that, while on brand, would stand out to Starbucks customers. The campaign included emails, homepage banners and Starbucks app messages (mobile inbox).
Creative Director: Virginia Magaletta | Associate Creative Director/Writer: Daniel Brockley | Art Director/Artist: Victor Melnicuic