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AFTER successfully introducing the Coffeemezation campaign last year, this year Starbucks is back with the same campaign with a slightly different concept and invites customers to make their dream drink come true.
According to the Chief Marketing Officer for PT Sari Coffee Indonesia Liryawati said that apart from inviting customers to be creative in realizing their dream drinks, Starbucks also wanted to show the expertise of the barista in translating ideas from customers.
“Craft as one of the pillars of the Starbucks® brand is highly emphasized in this campaign because not only do we want to invite customers to think creatively and realize their dream drinks that can be enjoyed in all outlets in Indonesia, but also to show the expertise of our baristas to translate their ideas. the customer’s idea,” he said at a media gathering launching the Starbucks Coffeemezation campaign in Jakarta, Tuesday (6/19), 2023.
The Coffeemezation campaign starts April 24 by inviting customers to share their creative ideas for their dream Starbucks® drink on the website https://www.Starbucks.co.id/coffeemezation. This stage lasted until May 14 and 4 finalists were selected with interesting drink ideas, namely Iced Salted Caramel Green Tea Latte from Suci Rahmadhani, Sweet Brown Sugar & Vanilla Macchiato from Fiqi Hermaarif, Iced Tiramisu Latte from Rayi Cita and White & Dark Royal Cream Frappuccino ® from Mirna Morina.
Meanwhile, Senior General Manager, Marketing & Communication Portfolio for PT Sari Coffee Indonesia Astrid Tanggara said there were more than 11,000 customers who sent their dream drink ideas. Selected customer beverage creations can be enjoyed at all Starbucks outlets from 12 June to 9 July 2023.
“There were more than 11,000 submissions collected with various extraordinary ideas until finally we were able to choose four finalists. In line with this year’s theme, ‘Make Your Drinks Come True’, Starbucks® will also make the finalists’ dreams come true by displaying four of their creations to be enjoyed at all Starbucks® outlets in Indonesia from 12 June to 9 July 2023,” said Astrid .
In selecting Coffeemezation finalists, the curation process for each customer’s drink creation is seen from how the drink is named, interesting stories behind the drink creations, as well as adjusting the ingredients submitted by customers to match Starbucks profile criteria.
Astrid also revealed that in the future, it is possible that drinks created by the most customer choices with good sales performance will become a regular menu at Starbucks outlets.
At the end of the period, on July 12 2023 to be precise, the finalist who has the drink with the best sales performance will win attractive prizes, ranging from one unit of Vespa, precious metals, iPhone to MAP Gift Vouchers.
“Not only that, customers who haven’t had the opportunity to become finalists still have the opportunity to win a total of millions of rupiah in prizes by buying one of the drinks from the 4 finalists and then creating content about the Coffeemezation 2023 drink to show their support on social media,” she concluded. [antaranews/photo special]
