starbucks by nespresso morning mantras
Role: Creative Direction + Design
with Kelson Berkus
THE ASK
Drive awareness and excitement to get Perfectionists to leave their familiar one-touch brewer for the promise of authentic, delicious tasting Starbucks coffee.
The approach
Instead of solely focusing on product attributes of the Starbucks coffee and Nespresso Vertuo system, create a relevant and uplifting experience only Starbucks and Nespresso could deliver together for the at-home coffee occasion.
Informing the activation
The past year has brought a new sense of perspective and taught us to actively seek inspiration and prioritize ourselves, our loved ones and the moments that really matter. Since 2019, searches for ‘words of affirmation’ have increased by 125% in some countries.
Insight
To launch the new Starbucks-compatible Nespresso Vertuo system, we needed to inspire loyal Starbucks drinkers to upgrade from their one-touch brewers, a ritual often tied to comfort and routine. Our challenge: move beyond just product specs and speak to the emotional value of coffee, especially in the evolving culture of at-home rituals.
Idea
We created Morning Mantras, a thoughtful, uplifting campaign designed to reframe the at-home coffee moment as a daily act of self-care and inspiration. Partnering with artist and poet Morgan Harper Nichols, a known Starbucks super-fan and Nespresso user, we infused the campaign with authenticity and warmth—blending affirmations, art, and augmented reality into a shared, feel-good experience.
Execution
I led the Creative Direction and Design across campaign touchpoints, including:
A custom Instagram AR filter, featuring 10 exclusive affirmations from Morgan and integrated Starbucks + Nespresso branding
A surprise-and-delight mailer, with packaging details like a tear strip revealing a hidden affirmation, designed to echo the emotional uplift of the campaign
Social content and influencer strategy amplified through Morgan’s 1.8M+ followers, designed to drive engagement and trial
The visuals leaned into concentric circles and warm, hand-painted textures, reflecting both Morgan’s art and the signature look of the Vertuo capsule.
Outcome
The campaign exceeded expectations and created a new kind of emotional coffee ritual, one that combined product education with meaning and connection. Highlights include:
1.2M+ total impressions from Morgan’s content
38% higher than average impression benchmarks
414 direct clicks to the product page from stories
738 sticker taps to @starbucks and @nespressousa
Strong media pickup and social traction for the AR filter, which served as the campaign’s key social asset and earned media hook
Morning Mantras became a proof of concept for how Starbucks and Nespresso could jointly show up in a way that was both tech-forward and emotionally resonant—celebrating not just the coffee, but the meaning behind the moment.