Starbucks Celebrates Authenticity with ‘Original Knows Original’ Campaign

Starbucks has unveiled its new region-wide campaign ‘Original Knows Original’. It reaffirms the brand’s promise of offering customers a place to be themselves, from personalising their coffee to expressing their authenticity in any way they choose.

Currently live in the UAE, Saudi Arabia and Kuwait, the multi-phase campaign was tailored to each of the markets in terms of the visual look, dialects and cultural nuances. The campaign from IMPACT BBDO kicked off with a film celebrating the originality of Starbucks’ customers. This was supported across the region with an OOH campaign across over 5,000 placements, a radio campaign and instore activations. The social media content included a series of 20 social-exclusive edits featuring supporting characters from the hero film.

In the next phase that’s now live, the OOH campaign features originals in real life, who were discovered through street casting. The social media content includes baristas taking viewers behind the scenes to show what makes Starbucks original and influencers, whose unique stories inspire people to stay true to themselves.

Rahat Reza, Starbucks MENA marketing director, commented, “For over 25 years, Starbucks has been part of the everyday rhythm of life in MENA, a place where no two orders, names, or stories are ever quite the same. As a pioneer in shaping global coffee culture, we continue to welcome each new generation as they are, creating spaces where individuality and connection thrive.

‘Original Knows Original’ builds on that legacy, celebrating the small, human details that make every moment, and every cup, uniquely personal. Because at Starbucks, a name on a cup may sound familiar, but the story behind it never is. And it’s our green apron partners (baristas) who recognise and welcome those stories every day.

This campaign is a celebration of connection, individuality, and the people we welcome into our coffeehouses each day.”

​Ali Rez, chief creative officer at IMPACT BBDO Group, said, “This project has exemplified from the beginning the remarkable outcomes that a strong partnership between agency and brand can achieve. It has been a true pleasure to develop this Starbucks campaign together, which beautifully reflects the unique spirit of the MENA region.”

The campaign, which is set to run until the end of the year, is developed by Starbucks’ advertising partner Impact BBDO with support from Wonderful Productions and Where Is This.