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Promoting Brands Through a Big, Fat Straw

Promoting Brands Through a Big, Fat Straw

The Coffee Bean and Tea Leaf on Instagram

Instagram Campaign

In a category dominated by the big green goliath of Starbucks, Coffee Bean & Tea Leaf wanted to grow its millennial fan base across the country. With limited funds, we chose to leverage social channels to showcase CBTL's quirky personality and leverage the brand equity of its signature purple straw.

We turned the purple straw into a lo-fi camera filter. (The circumference of the straw is exactly the same size as the camera hole on an iPhone!) We then encouraged our millennial customers to share photos on Instagram. Hundreds of thousands participated.

Pinterest Campaign

Exploiting a quirk of Pinterest that does not limit image height, we created the world's tallest pins ever, showcasing the purple straw in unusual situations.

Vine Campaign

We commissioned Viners with large followings to create videos that featured the purple straw being used in different ways. This video by KC James has over 4 million loops!

View all the videos at

Sip-Off Showdown — :15 Spot

The Coffee Bean and Tea Leaf Billboards

Outdoor Billboards

A custom type treatment used across the campaign was inspired by the purple straw.