celebrating 50 years
Objective
Celebrating 50 years of nurturing the human spirit
Since 1971, Starbucks has been committed to a single mission: to inspire and nurture the human spirit—one person, one cup, one neighborhood at a time.
This mission was never more important than in 2021, when Starbucks’ 50th anniversary coincided with a moment where people were longing to reconnect over coffee.
Strategy
Focusing on the next fifty
While most brands would use a milestone like this to reflect on the past, we chose to focus on the future—the optimism we see in the next 50 years, and the values we stand for to help us achieve it.
We created a 3-part, year-long campaign that showed the world what’s possible.
The Work
Part 1: Possible is just the beginning
A series of anthemic 50th spots focused on what’s possible in every beginning. Beginnings that happen in our stores, our hearts, and beyond. Each spot unpacked what we’ve made possible, and will make possible in the future.
Shorter cutdowns distilled the kinetic possibility in human connection, and how, just like Starbucks, it can uplift the everyday.
Part 2: Inspired by you
We seeded this 50th moment with a campaign centered on our people-focused initiatives, which aired during a pivotal moment of human reconnection: the Olympics.
From 100% college tuition for all Starbucks employees, to donating unsold food to local food banks in every single store, every single day, each film proved — yet again — that people are at the core of everything we do.
Part 3: Practices for a better planet
Since 1971, Starbucks has been a leader in changing the planet for good. We used our 50th as a moment to educate Gen Z on our heritage and future in global sustainability.
We took to social and digital to give that background, and launch two new pilot programs: 100% reusable cup kiosk stores, and our commitment to replanting 100 million trees by 2025.
