Over the years, the Frappuccino brand has garnered a trial of fans across the globe. Similarly in Asia, it has established itself as a premium well-loved brand since entering the market in 1996.

However, in 2018, the evolving market landscape has become increasingly cluttered with cheaper alternatives and even more novel, more colourful concoctions fitting for Instagram feeds.

In order to stay ahead of the curve, Frappuccino wanted to leverage summer, their biggest season, to launch a range of innovative summer-inspired flavours to their community of fans on social.

The campaign rolled out in three phases, culminating with a co-creation social film that drives home the emotional role Frappuccino plays in each customer's life. First, we indulged fans on social media with 3 films that showed them what it's like to get Frappuccino feels, one for each of the new summer flavours. These even came with custom response GIFs that community managers used to create a break-the-fourth-wall moment on social media. Once the fans got the idea, we brought those feels up a notch with 6 more social films. All of these led to the grand climax, where we rallied all Frappuccino lovers to come together to share their feels and help us create the ultimate feel-good film of the summer.