Starbucks drives meaningful conversations with community-driven campaign

Starbucks has unveiled a new regional campaign to spark meaningful conversations that drive positive actions – one conversation at a time, two cups at a time. 

Launching across Asia Pacific, the “Get together” campaign invites customers to rally around three core pillars: people, community, and environment, with activities and initiatives that foster positive change in ways both big and small. 

Starting from February to the end of 2025, the campaign will shine spotlights on locally relevant themes and drive actions such as community pledges, donations, activities with NGOs.

The campaign is available across 15 markets in the Asia Pacific region, including Australia, Brunei, Cambodia, Hong Kong and Macau, India, Indonesia, Laos, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

As part of the campaign, Starbucks local markets will partner with influencers who’s deeply committed to causes related to people, community and environment that will rally customers towards a tangible call-to-action and community-led actions throughout the year.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Starbucks said the campaign is for everyone who values connection, community, and the power of positive action. "We invite our partners and customers to come together in meaningful conversations, transforming small, daily moments into a force for lasting, positive impact."

To amplify the campaign message, customers will be encouraged to choose stickers representing causes they believe and show it proudly on Cupples, sparking conversations and connections over shared passions and causes. Starbucks will also be uplifting consumers’ everyday with a suite of engaging social content designed to foster a chain of appreciation and positivity.

Starbucks will also launch a dynamic suite of engaging social content to celebrate and inspire positive action – showing how small actions can have large impact when get together for good. For example, a word search game educates customers about initiatives that bring Starbucks community and environmental promises to life, while designed templates ignite appreciation among friends. Using the “Tap and Hold” feature, Starbucks even encourages customers to complete secret tasks and share their positive actions using the “Add Yours” feature, fostering a chain of appreciation.

The “Get together” campaign will be rolled out across social platforms including Instagram, TikTok, Facebook and in-store displays. Starbucks is adopting this multi-channel approach to foster human connections both online, with UGC content, and in-store, added the spokesperson.

“Connection has always been at the heart of everything we do at Starbucks," said Samuel Fung, vice president, product and marketing, Starbucks Asia Pacific. “Through the 'Get Together' campaign, we’re amplifying the power of these connections for good – by uniting people together around causes they care about, we are turning small, daily moments into a catalyst for positive action and change.”

“We see every cup of coffee as an invitation to connect. Our stores are more than places to enjoy coffee – they are welcoming spaces where meaningful conversations flourish and people come together to find common ground. Cupples - a cup sleeve designed as a real-life conversation starter in-store is central to the campaign, encouraging customers and partners to connect over their shared passions and causes, and join hands to spread positivity and cheer," said Lisa Leung, director, brand marketing and partnerships, Starbucks Asia Pacific.

"For the next 12 months, we will transform our store into a brewing ground of change through the theme of “Get Together”, empowering communities to come together, transforming everyday interaction into powerful moments that spark change," she added.

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