Win a chat with Chance the Rapper in Starbucks' social campaign

'Made Ready' is the first-ever multi-channel master brand campaign for North American Coffee Partnership

Published On
Jun 28, 2021

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North American Coffee Partnership, the alliance between Starbucks and PepsiCo established to market the former’s ready-made beverages, is launching its first-ever multi-channel master brand campaign today. “Made Ready” is a series of video ads, made in collaboration with agency Edelman, created for engagement on Starbucks’ social media, notably TikTok.

The videos star Chance the Rapper as he preps for a show, cooks breakfast, mixes music and gets dressed with a ready-to-drink Starbucks product for each occasion. The ad will run on Chance the Rapper’s Instagram as well as Stabucks’ Instagram, Facebook and YouTube channels.

“Consumer routines have changed significantly over the past year as more people turned to RTD [ready-to-drink] coffee as a convenient solution at home and on-the-go,” said Chanda Beppu, vice president at Channel Development Americas, in a statement. “As a result, our RTD coffee business has experienced significant growth, which is why we’re doubling down on our investment and launching the first-ever master brand campaign. Our goal is to sustain this momentum, and deliver that Starbucks experience wherever they are.”

The campaign’s most notable effort, however, is the “#MadeReadyDuet” TikTok Challenge. In this spot, made for the app’s interface, Chance the Rapper challenges TikTokers to duet him, or record their own video to play side-by-side with his, explaining what makes them “made ready.”

 
 

Submissions between now and July 11 will be entered to win a personalized shout-out from Chance the Rapper and a mini fridge, stocked full of Starbucks bottled and canned beverages for a year. One grand prize winner will also win a one-on-one video chat with Chance the Rapper.

Starbucks isn’t the only brand to include a mini fridge in its marketing. Recently, Microsoft unveiled their own, styled after the much-memed design of the Xbox Series X gaming console.