From March 18 to May 18, Starbucks customers will compete to post their best content and win attractive prizes. By mentioning and following @StarbucksIndonesia on Instagram, they can also discover fellow competitors' recipes of choice. So far, the campaign has garnered a lot of positive feedback from customers who have taken part.

Through the #Coffemezation campaign, Starbucks Indonesia is tapping into its Gen-Z fans' passion for showing their unique identities through customized food and drinks. This has been proven by the overwhelming popularity of Starbucks Secret Menu or Starbucks Secret Recipe content on Instagram, Twitter and TikTok.

However, customization itself is nothing new to Starbucks' loyal customer base —from simply adding more syrup or sauces, coffee shots, changing the type of milk to plant-based milk, non-fat to decaf coffee. This freedom to customize makes the campaign attractive to young people. Surprisingly, it has also elicited positive reactions from older generations.

"Starbucks has a strong brand pillar, and for #Coffeemezation, we raised Coffee & Craft as a pillar that is implemented daily in the customization menu so as to allow customers to personalize drinks according to their wishes," explained Liryawati, CMO of PT Sari Coffee Indonesia at Starbucks Indonesia.

For further information visit coffeemezation.starbucks.co.id/.

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