The brief
Across the Middle East, national pride has been gaining momentum, with consumers increasingly turning to local brands. Our task was to adapt the Starbucks customer experience to feel more regionally authentic and culturally resonant.
The approach
We crafted a distinct MENA-specific brand experience—both online and offline—that reflected local culture and invited consumers to co-create the brand journey. A key element of this strategy was the launch of region-exclusive limited editions tailored to local taste preferences, strengthening emotional connection and relevance.
The result
The initiative led to a 24% increase in sales in 2023 compared to 2022, alongside a 10 percentage point increase in brand preference.
