A Brew Rewritten: Starbucks India Takes a Blonde Detour from the Daily Grind

Image Source: Nuffoods Spectrum

Starbucks India launches its new campaign, Take a Blonde Turn, using the company's Blonde Espresso Roast and commitment to customisation, craftsmanship, and coffee rituals.

Campaign Highlights
- The commercial starts in a crowded Starbucks store, with the young woman being given a Blonde Almond Flat White
- Every move involved in making the drink is chronicled in minute detail—from grinding expertly selected beans to extracting a double espresso shot and swirled almond milk
- The camera cuts to other scenes of cafés, such as seasonal offerings like the Date Cortado and Pecan Iced Shaken Espresso
- The ambient sound and rhythmic motion are employed in the film to replicate the coffee sensory experience.

Customisation and Coffee Culture
- Blonde Espresso Roast is lighter, sweeter than Starbucks Signature Espresso, and a blend of 100% Arabica Latin America and East Africa beans
- It goes well with plant milks such as almond and oat, drawing out natural sweetness and delivering a refined finish
- Blonde Roast is a free offering with Starbucks India, affirming its belief in effortless personalisation
- Its campaign encourages consumers to explore new taste profiles and to just be themselves with coffee.

Brand Philosophy and Market Transition
- TATA Starbucks Product and Marketing Head Mitali Maheshwari states that the campaign is a change in attitude towards considerate, expressive coffee experiences

- All of this speaks to India's changing coffee culture, where patrons don't just want caffeine—instead, what they want is connection, creativity, and control.

Sources: Exchange4Media, Social Media Dissect, afaqs!, Storyboard18, Business Minutes, Life and Trendz