Because brands shouldn’t just sit on shelves.

A one-of-a-kind coffee cookbook by Starbucks in partnership with Tastemade.

  • Two glasses of iced dark soda with foam on top on a colorful cloth on a wooden table, with a blurred background of greenery and a coffee maker.

    The Challenge

    Summertime was a slower season for Starbucks CPG at US retailers. The task at hand was to inspire Starbucks dabblers to make that incremental coffee purchases during this warmer season.

  • A glass of iced coffee with cream pouring into it, placed on a table with a small pitcher of cream in the background.

    The Approach

    We leaned into our audience’s love for exploration through recipes. She’s an aspiring tastemaker and has a love for food - why not include coffee in her recipe rotation?

    To pull this off we needed a partner embedded in foodie culture with the street cred to prove it. Tastemade was an obvious choice and a cookbook had yet to be created. We saw this as the perfect opportunity to lean into our target’s desire to entertain with the cultural relevancy of Tastemade.

  • A menu cover with a photograph of iced coffee with cream being poured into it. Text on the cover reads 'coffee, dawn to dusk.' The logo of Starbucks is visible at the bottom, along with the word 'Tastemade.'

    Enter: Coffee, dawn to dusk

    Coffee was the star ingredient separated into four occasions throughout her day: dawn, midday, sunset and dusk.

    Cold Brew was our ‘hero’ SKU and we sprinkled in some fan favorite varieties.

    To drive demand, Tastemade brought in four of their own Tastemakers (Jerrelle, Dini, Vijaya and Alejandro) to contribute their own coffee recipes and share out on their channels. Additional promotion included in-store shopper marketing and digital with Tastemade and Starbucks owned channels, email along with a robust social ecosystem.

    The book was free with purchase from a variety of SKUs.

    The Result: A coveted book that drove YoY increase in incremental purchase and inspired new ways to enjoy coffee beyond the morning cup.

A book cover titled "coffee, dawn to dusk" with a photo of a tall glass of iced coffee with ice and cream being poured into it. There is also a small jar of cream on a saucer and the Starbucks logo with the word "Tastemade" at the bottom.
Open cookbook showing a recipe for smoked sea salt coffee float, with ingredients and instructions, and a photo of a hand pouring ice into a glass of dark coffee, with bottles of water and salt on the table.
Open cookbook on wooden table displaying a banana oat smoothie recipe and a photo of the finished smoothie in a glass jar topped with whipped cream and coconut shavings.
Starbucks cold brew coffee products on display at a store, with packaging in various flavors like blonde, medium, and dark roast, on a green and wooden display stand.
Starbucks display rack with various cold brew coffee boxes, promotional signage with summer theme, and Starbucks logo, featuring colored packaging and the text 'Brew Up Your Best Summer Ever'.
Open cookbook featuring a recipe for salted caramel with a picture of a mug topped with whipped cream and caramel, along with ingredients like coffee, egg, sugar, milk, and caramel sauce, and steps for preparation.
Display of Starbucks beverage boxes, including Veranda Blend, Pike Place Roast, Sumatra, and other coffee varieties, arranged on a green stand with the text "Bring your favorites together with Starbucks" and a Starbucks logo.