The 'Coffee Braille' Campaign Uses Coffee Beans to Communicate
Alexander Lam — July 9, 2013 — Marketing
References: starbucks.br & ibelieveinadv
With the goal of promoting Starbucks's new braille menu, the coffee retailer released a visually and tactically appealing ad entitled Coffee Braille. Using coffee beans, a series of ads were created with braille on them. The beans were arranged to form text that informs vision-impaired coffee aficionados about the new braille menus from Starbucks.
To augment the ad's visual effect, the coffee beans were glued to what seems to be a giant Starbucks napkin. Along with the braille is text that states "Novos cardápios em braille Starbucks" or "New braille menus at Starbucks."
Brazil-based ad agency Rái created Coffee Braille in order to target vision-impaired customers while creating positive brand perception for Starbucks. The ads show that Starbucks cares while getting the word out to those who need braille to read.
To augment the ad's visual effect, the coffee beans were glued to what seems to be a giant Starbucks napkin. Along with the braille is text that states "Novos cardápios em braille Starbucks" or "New braille menus at Starbucks."
Brazil-based ad agency Rái created Coffee Braille in order to target vision-impaired customers while creating positive brand perception for Starbucks. The ads show that Starbucks cares while getting the word out to those who need braille to read.
Trend Themes
1. Interactive Advertising - The 'Coffee Braille' campaign demonstrates the potential for using tactile elements in advertising to engage and communicate with visually impaired individuals.
2. Inclusive Marketing - Starbucks' braille menu promotion highlights the importance of inclusivity in marketing, encouraging other companies to consider accessibility in their branding strategies.
3. Empathy-based Campaigns - The Coffee Braille initiative showcases the power of empathy-driven campaigns that not only raise awareness but also connect with specific target audiences in meaningful ways.
Industry Implications
1. Hospitality - The use of braille menus by Starbucks presents an opportunity for other hospitality companies to enhance their accessibility offerings and improve the overall guest experience.
2. Advertising - Coffee Braille demonstrates a potential disruptive innovation opportunity in the advertising industry, encouraging advertisers to explore innovative ways to engage diverse audiences.
3. Printing and Packaging - The application of coffee beans to form braille text on a giant Starbucks napkin suggests a potential innovation opportunity in the printing and packaging industry to incorporate tactile and braille elements for various purposes.
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