When The Starbucks Coffee Company launched their Spicy Lemonade Refreshers, they wanted more than a product debut—they wanted a cultural moment. Genius stepped in to make it happen. By tapping into the universal language of music, we bridged The Starbucks Coffee Company’s bold flavors with the creativity and individuality that resonate deeply with Gen Z.
The campaign was built around the duality of “spicy and sweet”—flavors that pack a punch and soothe the soul. Who better to bring this theme to life than T-Pain? A Grammy-winning artist and cultural icon with a flair for the bold, T-Pain embodied the dynamic energy of the Refreshers and connected with audiences through music.
Our mission? Use music to show how creativity and flavor go hand in hand. From custom videos to snackable social content, we created a campaign that was vibrant, authentic, and deeply engaging. The goals were clear:
This campaign was all about taking The Starbucks Coffee Company’s’ bold flavors and matching their energy with equally bold content. Genius partnered with T-Pain to bring his signature personality and music knowledge to the forefront in two standout videos:
Filmed on a vibrant set inspired by The Starbucks Coffee Company's bold beverage colors—red, orange, and yellow—the visuals mirrored the intensity of the Spicy Lemonade Refreshers. T-Pain’s magnetic personality and storytelling bridged the gap between flavor and music, creating a memorable experience for viewers.
To extend the campaign’s reach, we leaned into Genius’s cultural credibility and delivered:
The primary challenge was timing. We had around 30 days to secure major talent, shoot the videos, edit, and align on necessary adjustments before launching. Through seamless collaboration and efficient communication with the Spark Foundry team and The Starbucks Coffee Company, we were able to overcome the tight timing and launch in tandem with the product launch week!
The campaign achieved remarkable success, exceeding expectations across key performance indicators:
But the success wasn’t just in the metrics. T-Pain’s involvement brought a level of authenticity that’s hard to match, connecting with his loyal fanbase while introducing The Starbucks Coffee Company to new audiences. Genius’s focus on storytelling turned the campaign into more than an ad—it became a cultural conversation, making this campaign a standout example of how branded content can bridge product storytelling with audience connection. From bold drinks to bold moves in music, this partnership hit all the right notes.
