Making each cup of coffee a unique experience
Nestlé Coffee Partners
From iced coffees to simple cups, writing coffee copy that appeals to masses
Mosaic North America's longstanding partnership with Starbucks, NESCAFÉ, Nespresso and Seattle's Best Coffee is integral to the agency's shopper and commerce business. Functioning under Nestlé Coffee Partners, these four brands have different target audiences, innovations and content calendars. From conceptualizing for high-level in-store displays to assisting a national launch for a new product, writing for this primary client has stretched my creativity, improved my collaboration and supported my love for coffee.
An important lesson I learned early on while writing for NCP, specifically Starbucks, is that Mosaic writes and creates for a specific set of Starbucks products from the lens outside of the café. Our work is not shown in cafés or on Starbucks socials however, we work on an IAT (Integrated Agency Team) to create custom shopper campaigns, tailored to retailers, based on the national look, feel, tone and voice.
In some instances, Mosaic works on deployment guides for shopper-focused programs, such as the "Find Your Taste" campaign seen to the left. This program requires connected copy and art that encourages and supports shoppers to explore the Starbucks portfolio for a cup they love.
From café to coffee nook
Copy and art are like creamer and coffee
Ways of working differ at all agencies and teams. At Mosaic, all copywriters work alongside graphic designers, creative and art directors to ensure the copy we write is complimentary. Similarly, this collaboration encourages a flow of feedback, making day-to-day work a continuous learning experience. Whether it is an impactful four word headline or multiple pieces of copy and social post-copy that drive trial and awareness, the world of words is a balance just like creamer in coffee.
Signature Aisle feature
A cornerstone for Starbucks brand is their seasonal coffees, creamers and recipes. To bring the excitement of these limited-time offerings, multiple retailers build out signature endcap experiences for Starbucks, known internally as Signature Aisle. Although this traditional takes place at a seasonal cadence (Fall, Winter/Holiday, Spring, Summer), the poster mockups to the left were created to feature a national campaign that was not only focused on at-home moments and connections but required all copy be written in a three beat format, locked up in colored bars.
Although the three beat writing format was short lived, it tested my ability to make minimal copy tell a cohesive story about a moment, either featuring humanity or just a cup of coffee. To do this, I ensured all three beats had a hidden cadence, and used my elementary love for math and equations to develop a three-beat equation, depending on the focus of the image. After this, I worked with our Creative Director, Strategy leads and Client Service Director to properly translate and provide rationale to the client to support this way of thinking. Whether it was a heavy hit on a new flavored coffee or inspiring shoppers to expand their consumption beyond the morning, writing for Signature Aisle and in three beats as a whole demonstrates my inventive copywriting, critical thinking and adaptability.