Launch a hard-to-explain product to a cohort of hard-to-reach cold coffee drinkers.
Starbucks Nitro Cold Brew is a velvety enigma wrapped in a mystery of smoothness. Sweet without sweetener? Creamy without cream? It is cold brew…but, at the same time, is it?
To explain the inexplicable whoa that is Nitro, and rally male millennials to try it, we called on trusted expert of all things in the universe, Bill Nye The Science Guy.
After all, Bill has been explaining the mysteries of the world to this audience since they were kids. So, why stop now?
The campaign was one of Starbucks’ most viewed and shared digital campaigns of 2019, and helped increase in-store sales of cold coffee by 6% worldwide.
Creative Direction | Concept | Copy | Video
Director: Tim K
Production Partner: Bullitt
Editor: Sarah Harvey