Starbucks launched a new RTD product after the in-cafe success of the viral, off-menu Pink Drink, which became a cultural phenomenon fueled by Gen Z. Pink Drink was a completely new line extension and is still extremely popular to this day. We were tasked with driving awareness and trial of RTD Pink Drink & Paradise Drink with Gen Z consumers by building cultural relevance and taste credentials and showing how these products “tastes like how a vacation feels.”

To introduce the bold, fruity flavors of Pink Drink and Paradise Drink, my goal was to encourage Snapchatters to explore the fantastical world of Pink Drink & Paradise Drink in 360º. Drawing inspiration from the visual world used throughout the campaign, I wanted to bring the colorful pastels and iconography to life and make them interactive. Supporting paid video running across Snapchat as Snap Ads and Commercials, I created a scavenger hunt Lens where Snapchatters were transported through a portal door in the shape of the new product bottles. Once in the portal, Snapchatters must find and collect icons matching the flavors and vibes of the new product. Once they were all found, a celebratory launch message appeared driving users to the website where they could learn more and purchase.

The Results:

Campaign
+13pt lift for brand favorability
+12pt lift for brand awareness
+8pt lift in ad awareness
+6pt lift in purchase intent

AR Lens
Double-digit lift across all metrics (+20 pt lift for Favorability)
2x average playtime norms