A brand known for their reliability and convenience, Starbucks has retained a loyal customer basis for several decades. Loyalty meaning ordering the same drink over and over and…over again.

This summer spec campaign aims to push individuals outside their routine by pairing a barista original drink to the individual’s unique taste profile, accessible only after ordering 3 of the same drink within the week. View the complete playbook here.‍

Insight: People stick to what they’re familiar with and rarely try new drinks.

Idea: Let’s encourage people to be more adventurous by allowing them to earn access to new original barista drinks.