Earlier this year, the Starbucks UK adaption of their US commercial “Hello Again” was released. You can watch the flagship video here: Your Starbucks is ready (Starbucks UK YouTube Channel).
Fun right? But if you’re in the UK or Europe, ask yourself – did it feel like your Starbucks? Probably not.
Despite the localised British voiceover and customised script, the ad is still unmistakably American. Why does it still feel foreign? And why is the ‘American-ness’ of the ad even a problem?
What is the missed opportunity for this Starbucks UK adaptation?
Starbucks is at a pivotal moment. The brand is getting back to its roots after decades of rapid global expansion and backlash over everything from price hikes to claims the in-store magic has gone missing. The “Hello Again” campaign reintroduces Starbucks as the original, welcoming ‘third place’ and aims to rebuild a sense of community around the global brand.
By localising “Hello Again” with a brand new script and British voiceover, the brand is aiming to rebuild this same sense of community with UK audiences. However, the ad still feels American because much of the core creative has stayed the same. We’re shown drive-thrus which barely exist in the UK. Palm trees next to overhead traffic lights straight out of California. And while cheerful, dancing baristas likely hit the right note in the US, it feels a little forced on this side of the Atlantic.
If UK audiences can’t relate, if they can’t see themselves in creative, the ad can’t build the community it was supposed to. And that’s not mention the significant media spend behind the campaign – digital, cinemas, OOH across London and Manchester etc. all valuable real estate with creative that doesn’t get the right message across. It’s a huge missed opportunity.
How could this Starbucks UK localisation be improved?
The best international marketing leaves room for meaningful local adaptation. Designing creative that can flex both visually and tonally (see more on getting ‘glocal’ creative right). Some tweaks would help maximise relevance for UK audiences without the need for (and cost of) a full local production.
Replacing the more US-centric scenes for locally relevant shots would help to maximise UK appeal. Because if Starbucks wants to be part of everyday life in the UK, the brand needs to reflect everyday life in the UK. Think high streets, rainy morning commutes, remote workers enjoying a change of scene, friends catching up in worn-in café corners.
Otherwise, simply reducing the US references would do the trick, omitting the overtly American shots and focusing on the globally recognisable aspects of the existing creative (green aprons, coffee, baristas hard at work etc). Thoughtful changes like these, in addition to the new voiceover would help Starbucks to appeal as a community for their global consumers, not just those in the United States.
Designing creative for international campaigns
It’s a common oversight in how many global marketing teams approach international campaigns. Too often, creative gets locked in with the home market in mind and localisation becomes a last-minute layer. The job of replicating the same message in each market becomes challenging or near-impossible so local nuance is sacrificed in the rush to ship to local markets.
Which all means the brand can’t realise the full benefits of their international campaigns: a globally consistent brand, that allows for local relevance without the cost and inefficiency of reinventing the wheel in every market. It’s a chronic issue across the industry.
Ultimately, the Starbucks UK adaptation of “Hello Again” isn’t offensive, it’s beautifully shot and upbeat. It just doesn’t do the job it was supposed to: making Starbucks feel at home in the UK. Presumably this campaign will make its way to the brand’s global markets in due course and to the team at Starbucks: we wish you every success with the rollout and localisation. But if you’re in need of a partner to treat your international campaigns with the love and care they deserve, you know where we are!
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