Starbucks is afraid of being seen as the giant global corporation that it is.
Branding experts say the coffee chain has become so massive — with 20,000 stores in 65 countries — that it could begin to lose its cachet with millennials.
So the 43-year-old company has launched its first-ever global marketing campaign to refresh its branding.
The campaign centres around a 6-minute documentary-style video that was filmed at 59 Starbucks stores in 28 countries over the course of 24 hours.
It’s an uplifting montage of elderly couples embracing, young people kissing, parents doting on their kids, kids laughing and sipping Frappuccinos — all filmed against the backdrop of Starbucks stores with a soundtrack of cheerful instrumentals.
The feel-good video is called “Meet me at Starbucks.” The point is to highlight the human interactions at Starbucks stores around the world.
“How do they bring warmth back to the brand that has become so massive?,” Scott Lerman, chief executive officer of the branding firm Lucid Brands, told the Wall Street Journal. “Millennials have grown up with the brand being so dominate and a fixture on every street corner” and the new ad campaign could remind them that there is “a heart under the corporate gloss,” he said.
The video is interactive, giving viewers the option to pause and view extra footage of the people who are featured.
It’s being marketed on websites around the world and it will be featured on YouTube’s homepage on Wednesday, according to Ad Age. A shorter, 60-second version began airing in U.S. television markets on Monday.
Watch the whole video below.
NOW WATCH: Briefing videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.