As an uplifting reminder to be more present with those who matter most, The Starbucks Coffee Break-away is all about tuning out distractions and tuning into each other, with Starbucks® ready-to-drink coffees
A new study reveals that now more than ever we feel the need to connect with each other, yet never have we been more distracted: nearly 90 percent of Americans say it’s more important to be present in the moment and connect with each other than two years ago. Nearly three out of four say they sometimes struggle to be present in their daily lives – and are twice as likely to struggle to be present with their closest loved ones, compared to more casual relationships, like co-workers.*
Introducing The Starbucks® Coffee Break-away, a chance to break away from everyday distractions, wherever you are, to tune into those who matter most, inspired by Starbucks ready-to-drink (RTD) beverages.
Starbucks teamed up with actress Ashley Park to create The Starbucks® Coffee Break-away, set in a larger-than-life place that’s also the perfect setting for small moments of human connection: the American Museum of Natural History in New York City. As one of the world’s most renowned and popular locations, the museum is known for its vast exhibitions and collections but is first and foremost a place that inspires connection with the world around us, including each other.
“We know that sharing a coffee is a way for people to connect with one another. In fact, more than half of coffee drinkers say coffee helps create meaningful moments with their friends and family,” said Jenn Wong, vice president, Channel Development Americas at Starbucks. “We’re thrilled to team up with Ashley Park to help bring this to life, at a time when we’re craving deep connection with one another.”
“When you’re truly in the moment with someone, it can feel like you’re the only people there. It’s a rare and beautiful feeling, and I’m so happy we were able to make it a reality for pairs of loved ones who needed help reconnecting,” said Ashley. “It was an honor to be a part of these special moments, and they taught me a lesson that I will take with me in my life, to make an effort to put aside distractions to be in the moment and truly connect with those I love.”
In the heartwarming campaign, unsuspecting individuals come upon an unexpected and personal display in the museum, created just for them by their loved ones. The display recounts past experiences spent together, in which they were truly living in the moment. Calling up the desire to reconnect, each pair does just that – in a surprise reveal that starts with a day at the museum, completely reserved for the two of them. The campaign aims to inspire everyone to tune into what matters most.
“The American Museum of Natural History is a source of inspiration and wonder, and a draw for people curious about the natural world and the universe,” said Ellen Futter, President of the American Museum of Natural History. “A visit to the Museum is fun and enriching, and it is also about social connections. Sharing moments of discovery with friends and family is an important part of the experience.”
About the Campaign Participants
Lee + Jillian
Father and Daughter
"My dad took care of my grandma and was always thinking about her when we were together. In this grand way I wanted to show him I’m there for him.”
Leticia + Joan
“We’re so busy suppressing what we want to do and this made me realize what I’ve been missing with my sister.”
Adrian + George
Childhood Best Friends
“What resonated for me is that being present in the moment and just being there for one another and your family is incredibly important.”
The Starbucks Coffee Break-away was planned and executed by Edelman as part of the new Ready for the Right Now creative campaign, developed by Energy BBDO. The campaign supports the full line-up of Starbucks ready-to-drink beverages including Starbucks® Nitro Cold Brew and bottled Frappuccino® Coffee drinks that help you be ready for the right now — wherever you are. The multi-channel portfolio campaign spans paid, earned and owned channels including TV and digital/social and is supported by a full interagency team including Edelman, EBBDO, media agency Spark Foundry and OMD.
About The North American Coffee Partnership (NACP): NACP is a joint venture between Starbucks and PepsiCo, established in 1994 to bring premium, high-quality ready-to-drink beverages to customers across the U.S.
*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1220 adults. Fieldwork was undertaken between 5th - 6th April 2022. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).