— PROJECT TYPE

Big Idea; Paid Social Concepts, OLV Scripts

— ROLE

Sr. Copywriter

— TONE

Uplifting, Premium yet Approachable, Clear, Social Forward

— DATE

Fall 2024

This product innovation was a game-changer. When this project came across our desks, we knew we had the opportunity to make something sweet. Starbucks Premium Instant generated a ton of buzz upon it’s launch – not just the coffee kind — catapulting it to instant coffee stardom.

Crema had the same essence, but a frothy little twist: three different flavors and a foam topping that would rise as you stirred it. Coffee. Magic. And thus, the idea of the Instant Uplift was born. A moment that could transform your day anytime, anywhere (because of the whole instant coffee thing, remember?). From OLV to paid social concepts, I helped guide the team towards social-first assets that still were on brief.