Starbucks is reintroducing itself to the world in a new campaign from Anomaly, ‘Hello Again.’ 

The campaign, which launched during the Super Bowl pre-game show,  is set to the upbeat soundtrack of Thunderstruck by AC/DC popularised by the Dallas Cowboy Cheerleaders. The nostalgia-inducing spot aims to re-establish Starbucks’ brand story drumming up brand love with customers worldwide.

A 60-second film opens with shots of Starbucks opening up in a dark morning. A voice-over narrates as the store comes to life and the first drop of coffee signals a surge in energy as the shop opens up and customers start their day. “Milk froth, shots poured, espresso shaken and shaken and shaken,”: a voiceover explains how Starbucks makes its high-quality coffees, as audiences are shown shots of coffee, green-aproned baristas and customers in Starbucks' signature sepia tone.

“This is the story of coffee,” says the voice-over, as photographs of people going about their busy days with Starbucks in hand flash across the screen. The voice-over continues: “Inspired by Italy, reimagined in Seattle.”

The spot builds with the music as Polaroid shots of Starbucks employees in the signature green apron hold up coffee cups. The photographs speed up as the coffee cup remains in the centre of the shot. The spot closes with the line: ‘The Starbucks you love is ready’.

The campaign is littered with Starbucks iconography. Green aprons, marker pen on coffee cups, coffee beans and sepia-toned interiors make up the signature Starbucks brand as the campaign uses Starbucks’ existing cultural currency to build brand love.

Throughout Q1, Starbucks has focused on a 'Back to Starbucks' strategy to encourage customers back into store. The strategy also includes a focus on store partner wages, benefits and hours, and the removal of the extra charge for non-dairy milk customisations; focuses which build up Starbucks as a community and re-establishes the coffee shop as a third space. 

Building upon the things that make Starbucks a beloved and well-established brand, Hello Again reintroduces Starbucks to its customers while inviting new audiences into its brand journey.