For the first time ever, a second espresso

With the arrival of Blonde espresso, Starbucks introduced their first new espresso in the US market in over 40 years. As Starbucks’ younger drinkers started to graduate out of the sweet sweet world of Frappuccinos and into serious coffee drinking, many found the original signature espresso to be too bold and roasty. So they needed another choice. An espresso option that was a lighter roast, smoother, and subtly sweet. We gave them Blonde.

Yellow billboard advertising Starbucks Blonde drink


The campaign rolled out across all channels on social, TV, online video, OOH, and on every Starbucks coffee sleeve blinding everyone with yellow – generating an impressive conversation around #blondeespresso that continued for days.