Popular coffeehouse company Starbucks has unveiled plans to partner with media company Sugar23 to launch its own production studio – ‘Starbucks Studios’. The new venture aims at crafting exclusive multimedia content to engage its audiences in various digital platforms.
Starbucks Studios aims to represent Starbucks’ core values – like community, connection, and giving – through its distinct content types, including documentaries, podcasts, to scripted series. The alliance with the storytelling expert, Sugar23, is expected to amplify Starbucks Studios’ content development capabilities.
The initiative ideally combines the worlds of coffee and entertainment, underlining Starbucks’ intention to inspire and entertain its global audiences. The focus on storytelling is consistent with Starbucks’ brand narrative, hence positioning Starbucks Studios as a key creative outlet.
Michael Sugar, Founder of Sugar23, highlights the importance of storytelling in cultivating relation and nurturing stronger communities.
Starbucks Studios: Merging coffee with multimedia content
Starbucks Studios utilizes the vast Starbucks platform to engage millions of people worldwide. The studios promise to enhance everyday customer experience with captivating narratives that promote connection.
The initiative aligns with Starbucks’ recent restructuring and expanded growth plans announced by their CEO, Laxman Narasimhan. Starbucks intends to accelerate its global growth through an aggressive plan to boost its global presence to 55,000 outlets—with three-fourths situated outside the US.
Other brands, like Nike, have also established their production houses. Hence Starbucks’ move to inaugurate Starbucks Studios follows a growing trend in the brand industry.
Starbucks’ VP of Brand and Partnerships Marketing, Christy Cain, stated that Starbucks Studios is poised to further cultivate human connections. It would focus on inspiring figures from various sectors and create a platform to partner these influential figures with the Starbucks community.
Starbucks isn’t new to the entertainment world; it has produced and launched several documentaries before. However, the establishment of Starbucks Studios strives to weave its brand story further with the entertainment industry, thereby creating a personalized experience for its customers and reaffirms its commitment to its customer-centric approach.
