Starbucks and New Era celebrate individuality with new collection

Starbucks has teamed up with international street and lifestyle brand New Era to celebrate individuality with a limited-edition Starbucks x New Era collection.  

Celebrating individuality, style and coffee, this collaboration, also known as the #BlendforCulture campaign, blends two cultures to bring out bold attitudes and unique stories, elevating the daily cup of coffee into a moment of fashionable self-expression. 

Inspired by Starbucks and New Era’s shared values of individuality and authenticity, this designer collection is where sophistication meets spontaneity, according to the release.  

In a conversation with MARKETING-INTERACTIVE, Samuel Fung, vice president, product and marketing, Starbucks Asia Pacific, said the Starbucks x New Era partnership will be available from 13 August, with a presale for Starbucks Rewards members from 11 August.

Developed by PRIZM Group, the campaign targets trend-forward Gen Zs and Millennials, who are eager to express their individuality by celebrating fresh styles, bold attitudes, unique stories and have a desire for unexpected and surprising moments, he said. 

Merging insights on Starbucks' target audience with the Starbucks mission to forge genuine human connections, the #BlendforCulture campaign is a creative platform designed to drive engagement by celebrating bold expressions and trendy, authentic lifestyles, he added.

"As a catalyst for connection and community, this social-first campaign features a series of social content aimed at teasing and engaging our audiences. This includes a teaser post with a hidden message that challenges our audience through an optical illusion, tapping into the tilt-to-read social trend," Fung added.

The campaign also features short videos and reels that spotlight the statementmaking merchandise collection through creative formats. Additionally, a UGC component encourages audiences to create their own mood boards using given keywords related to Starbucks and New Era.

"Embodying the collaboration’s spirit of self-expression and individualism, this template provides a platform for users to showcase their unique style centered around coffee and fashion. To further amplify the collaboration and enhance resonance with our audience, influencers will be engaged to develop short-form videos in line with the IGS tutorial trend and the classic transition video style," Fung added.

The collaboration is available across 12 markets in Asia Pacific including Australia, Brunei, India, Indonesia, Hong Kong, Korea, Laos, Malaysia, Philippines, Singapore, Taiwan, and Thailand.

As part of the collection, each piece is crafted to celebrate the stories and experiences that define Starbucks’ unique style and personality, according to Samuel Fung, vice president, product and marketing, Starbucks Asia Pacific.  

This collection aims to boost self-confidence and infuses positivity, bringing fresh energy to streetwear lovers and creating moments of delight in their everyday lives. 

Coffee and fashion lovers can also deck out in the collections’ eight drinkware items and eight lifestyle accessories, such as New Era’s signature 59FIFTY, 9FORTY and BUCKET headwear, tote bags and crossbody bags while sipping their coffee in style. 

The campaign will utilise a mix of online and offline channels, including the Starbucks Rewards app, Instagram, Facebook and in-store. This multi-channel approach ensures that the campaign shows up in surprising and delightful ways, wherever its target audiences are.

“Our partnership with New Era is a testament to individuality and culture that our customers live every day,” said Fung. “In line with Starbucks' commitment to nurturing the limitless possibilities of human connection, we are excited to unveil a collection that not only resonates with the authenticity and vibrancy of our customers’ lives but also serves as a catalyst for connection and community."

“We invite all customers to join us in this celebration, elevating their daily ritual of coffee into moments of self-expression,” Fung said.

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