STARBUCKS’ PREFECTURE INSPIRED FRAPPUCCINOS: A DELICIOUS AND BUZZWORTHY CONNECTION.

WHAT IS THE 47 JINOMOTO CAMPAIGN?

To celebrate the 25th anniversary of the arrival of Starbucks in Japan, the first location being in Ginza in 1996, Starbucks decided to ask local baristas to create a unique frappuccino flavor using local ingredients that would represent its prefecture. The result became 47 uniquely- flavored frappuccinos that will only be available for a limited time.

WHEN IS THIS AVAILABLE?

This campaign launched on June 30th and will last until August 3rd, or until supplies last, which is not an uncommon thing in Japan. Pop-up shops are famous in Japan and most of them run out of stock within days of opening. It is not uncommon to see major brands like Disney, Nintendo, and Marvel setting up these types of shops in department stores like PARCO and LUMINE.

WHY WOULD STARBUCKS DO THIS?

Starbucks is a premium brand and by creating unique campaigns, they solidify that image which is why their business does not suffer when their competitors offer cheaper alternatives. In fact, as a premium brand, Starbucks is expected to create these kinds of offerings.

Creating an original drink for each prefecture is not only a great strategy to celebrate Starbucks’s 25th anniversary in Japan, but it is also a great way to create buzz and conversation online. Japanese people strongly identify themselves with their hometown. Each prefecture is known for their very own local specialties when it comes to food (Osaka and takoyaki, Fukuoka and ramen, etc.), their attractions (Skytree in Tokyo, FujiQ Highland in Yamanashi, etc.), souvenirs (Tokyo Banana from Tokyo, Kamaboko from Toyama), among others.

This hometown pride is especially true in Japan, where every year, the Brand Research Institute conducts a survey ranking the 47 prefectures across different categories: most attractive, most popular, most visited, etc. This survey has become big news and people eagerly await the results year to year. How big has this survey become? The prefectural government of Tochigi, launched an aggressive campaign in order to end their 7-year ranking of “least attractive” prefecture, which was successful in 2020.

WHO IS TALKING ABOUT IT?

In the first week of July, there have been more than 13,000 posts on Instagram and over 100,000 impressions on Twitter with the hashtag #47jimotoフラペチーノ (frappuccino).

It is not only people who are sharing their local frappuccinos, but also brands who are taking advantage of the conversation. On Instagram, NOIN cosmetics has created a post matching each prefectural drink to colors of makeup. On Twitter, the famous idol group AKB48, has also joined the conversation by featuring a member that was born in each of the 47 prefectures of Japan.

CONCLUSION

The Japanese market is one full of noise where brands need to stand out by not only offering quality products but also unique ones that connect with the consumers. By tapping into the hometown pride and identity, Starbucks has created a campaign that not only offers delicious and unique frappuccinos, but also ‘buzzworthiness’ that is easy for consumers to connect with.