The collaboration between Starbucks and Taylor Swift demonstrates the potential of uniting coffee and music to reach consumers.
Taylor Swift's favourite order is featured on Starbucks menu as 'Taylor's Latte'. This partnership creates a connection between two passions, coffee and music, and has generated significant buzz on social media.
In India, there is a growing interest among consumers for coffee with added mental wellness benefits, such as de-stressing and supporting focus. By incorporating music into their marketing efforts, coffee brands can offer consumers an escape to a new place. For example, Trung Nguyen Legend Specialty Instant Coffee in Vietnam draws inspiration from Beethoven, allowing consumers to imagine being in Beethoven's concert hall while enjoying their coffee.
In countries like the US and Germany, many people associate hot coffee with an energy boost and enjoy listening to music while working. Coffee brands can target working consumers by promoting the concentration benefits of combining coffee and music during work. They could also recommend specific types of music, such as classical music or binaural beats playlists, which have been scientifically linked to improved concentration.
Additionally, consumers are increasingly interested in environmental and social issues. Brands can leverage music to educate coffee consumers on ethical and socially responsible practices. This approach allows consumers to be entertained by their favorite artists while also learning about important social causes.
The combination of coffee and music provides a new avenue for consumer engagement, as both have associations with escapism and work optimization. The influence of musical artists can be leveraged to educate consumers on the ethical efforts in the coffee supply chain, such as supporting the communities where the coffee is sourced and sold. This partnership between coffee and music offers an opportunity for brands to connect with consumers in a meaningful way.
By the facts.
Sources: Mintel's The Future of Coffee Market Report 2023
Comments