Whilst the execution of the Starbucks ‘What’s your name?’ campaign follows very specific stories to great effect, it was the result of a much broader strategic need to reignite the brand as a symbol of progress. Understanding the polarising nature of the brand and the socio-political turmoil of the times, we were able to dig into the brand’s archaeology and unlock the deeper meaning of a signature act in today’s world. A symbol that could potentially change the way people thought of the brand, and moreover, provoke what ‘humanity’ really means and can achieve in modern times.

Where Starbucks was once the hip, coffee brand for cool city-dwellers, its growth meant that it had also become pegged by some as just another cold corporate.

A shame, as Starbucks genuinely and frequently acted on their human purpose, facilitating greater inclusion of the LGBT+ community in the US & creating sign-language stores in Japan. It just wasn’t so apparent in the UK.

At the height of divisive tension in 2019, we saw an opportunity to bring to life what Starbucks actually stood for and turn around perceptions. In a climate of general scepticism towards Governments and big corporations, Starbucks needed to re-enforce consumer trust and find a way to re-ignite itself as a symbol of progress.

Where Starbucks was once the brand of choice for those who not only wanted great coffee but for those who were also forward-thinking people of tomorrow, it needed to be once again.

Like for many ‘mass’ brands, Starbucks was polarising becoming the “big, cold corporate”.

However, at its heart their purpose of ‘Nurturing the human spirit’ was very human.

In 2019, we saw a reason to bring this to life.

Division was brewing and hate crimes were up with an 81% increase in attacks on the transgender community.

Two things gave Starbucks confidence to take a stand:

1. Right for Starbucks

In the US they had a proven record in DE&I, providing employee health cover for transgender transition surgeries and making Starbucks stores designated safe places for the LGBT+ community.

2. The right time

Starbucks could now find its progressive voice at a time when it was needed most, using its brand purpose to drive meaningful change.

In addition, Channel 4’s Diversity in Advertising Award with a £1m media prize-fund, provided the potential means for Starbucks to be heard loud and clear.

Any service brand can call itself inclusive by saying they ‘welcome everyone’. To do it credibly means connecting this to the experiences people have with the brand.

The Starbucks names-on-cups ritual allowed baristas to be more considerate of the person standing in front of them, and allowed customers, no matter who they were, to have their personal identity recognised and welcomed.

Whilst we understood the importance of recognition, it wasn’t until we connected with the transgender community, did we unlock its true potential.

Where birth-names are commonly used instead of chosen names (‘deadnaming’), Starbucks was a place they felt comfortable trying out their chosen name, confident that it will be accepted and used.

Insight: Knowing who you are is one thing, but having your chosen identity embraced by others can be life-affirming

Proposition: Whoever you are - or want to be - Starbucks sees you, recognises you and welcomes you

The challenge was how our communications idea could do justice to something so profoundly relevant to real life. Telling the truth was the most powerful way to deliver our message.

‘What’s your name?’ captured the familiar nature of the Starbucks names-on-cups gesture and imbued it with a greater sense of identity ownership and recognition.

A platform that would bring to life the stories of real people behind their chosen names. In this case, the stories of people from the transgender community on their journeys of personal identity, where Starbucks embraced their path.

Idea Articulation: What’s your name?

'The name we go by is one of our most powerful statements of identity. At Starbucks, whatever name you choose is what we use.

It’s a small gesture, but it's symbolic of what we believe in. Recognition and acceptance, whoever you are, or want to be.

We welcome everyone'

Within 4 days of launch there were 210 global media mentions (98% positive) and potential social media reach was 135.8 million. Importantly, the positive response from the transgender community validated the cause was just and handled with integrity. Consumer engagement on Twitter & Facebook a week before the campaign was at 1,898 but increased to 4,045 during the first week of launch with a 7% increase in positive sentiment.

TV viewing completion rates hit 97.75% against an industry benchmark of 63.10%.

The ultimate intent was to offer real support; sales of the special Mermaids cookie are ongoing but will raise a minimum of £100,000 for the Mermaids charity, funding an extension of their helpline hours for 1 year+. The cookie sold out in the first week with production needing to be increased (48,000 sold in the first 2 weeks) and the helpline received 6X increase in calls in the week.

Starbucks’ purpose since its inception has been to ‘Nurture the human spirit, one cup, one person and one community at a time’. This was about care. Care for the coffee it serves and care for the people that frequent their stores, from partners (staff) to customers. Warm-spirited service on a first name basis is what Starbucks brought to the UK and the ‘third place’ they offered between home and work was one of comfort and safety. These are the key sources of integrity with which Starbucks could demonstrate their compassion and support in even the most sensitive areas of diversity and inclusivity. Hence the ‘What’s your name?’ campaign could not have worked so genuinely and so effectively for other brands, whose purpose and values were not so truly geared towards humanity and progress.