Starbucks’ New Campaign Asks: What Does Good Feel Like?

Work from 72andSunny shows breadth of answers

The brand's 60-second spot will air on TV.
Starbucks

A new campaign from Starbucks and 72andSunny showcases the wide range of answers people have to the question, “What does good feel like?”

“Good Feels Good” launches three flavored shaken iced tea drinks that are made from fruit and botanical blends and do not include artificial sweeteners and flavors.

“When you taste them, they do create this sensation that is hard to describe —you can’t really explain it, but it is that feeling of feeling good,” said Leanne Fremar, senior vice president and executive creative director at Starbucks. “When you’re eating or drinking something that you love and tastes really good and feels really good it brings that good feeling to life and we’re excited about telling that story.”

A 60-second and 30-second spot will run on TV while 90-second and 15-second versions are designed for digital on the brand’s websites and Instagram, Facebook and YouTube. The campaign is also launching a new platform dubbed Teavana Shaken Iced Tea Infusions that will include new products and flavors in the future.

“We love the sentiment of ‘Good Feels Good’ and we’re excited to continue to tell that story as our product offering evolves,” Fremar said.

In terms of casting, the brand worked to highlight a diverse group including poet and artist Cleo Wade, author Dallas Clayton and Kyle Carpenter, who is a United States Marine vet.

CREDITS

Creative Agency: 72andSunny
Glenn Cole, Founder & Creative Co-Chair
Bryan Smith, Director of Strategy
Gui Borchert, Group Creative Director
Yen Lovgren-Ho, Group Brand Director
Michael Osbourn, Strategy Director
Chris Hutchinson, Creative Director
Driscoll Reid, Creative Director
Andrew Dubois, Brand Director
Rishi Patel, Sr. Brand Manager
Lauren Albee, Designer
Matt Meszaros, Writer
Bogart Avila, Strategist
Gabby Cohen, Strategist
Jen Toohey, Brand Coordinator
Rashi Talati, Partnerships Development Director
Jana Nauman, Partnerships and Legal Director
Beau Thomason, Partnerships and Legal Manager
Kara Pierce, Senior Film Producer
Devin Harrison, Production Coordinator
Diana Pam, Senior Art Producer
Lindsay Mason, Interactive Producer
Elizabeth Rosenberg, Director of Communications
Nicole Ryan, Communication Manager

Production Company: RadicalMedia LLC
EP: Jim Bouvet & Frank Scherma
Director: Dave Meyer
Executive Producers: Jim Bouvet + Frank Scherma
Producer: Steve Fredriksz
Production Supervisor: Shawn Loh
Head of Production: Cathy Dunn

Editorial: Rock Paper Scissors
Editor: Adam Petrofsky
Assistant: Sebastian Zotoff
Executive Producer: Rana Martin
Producer: Denice Hutton

Post Production: a52
Flame Lead: Dan Ellis
2D VFX Artist: Enid Dalkoff
Art Director: Earl Burnley
Designer: Julia Wright
Colorist: Paul Yacono
Color Assistant: Chris Riley
Color Producer: Jenny Bright
Producer: Andrin Mele-Shadwick
Executive Producer: Patrick Nugent & Kim Christensen
Managing Directors: Linda Carlson & Jennifer Sofio Hall

Mix: HECHO EN 72
Audio Mixer / Engineer: Chris Winston
Audio Assistant: Justin Lebens
Audio Producer: Angela Scherrah

Music: Perfume Genius – Valley