I like what I like – the expression of a brand that respects 'me'

Starbucks launched the 'Find Your Taste' brand campaign to promote that it respects diverse tastes. From this summer season, we are conveying the reason and value of respecting diversity with the sentence 'I like what you like', and we also held a 'Pick Your Drink' event where customers can make their own drinks.

It is a campaign where the message is the main character rather than the brand. It is an experience that focuses on the mind and thoughts rather than emphasizing the story of coffee or space. When I saw the video, the message really touched me. I've been thinking a lot about not being able to like what I absolutely love in the present, which endlessly demands growth and achievements. Maybe I can really find my taste that many people talk about taste. It's more like hearing the story of a friend who sympathizes with your story rather than talking about having your own coffee experience in a nice space.

However, it was difficult to link the message and space in the offline store. I wasn't used to the experience of suddenly talking to me in the experience of diving into a calm atmosphere. I think it would have been better if I told you what kind of behavior Starbucks likes what I like, while conveying it in a slightly smaller voice and tone.