Starbucks ‘Keeps the Gathering Flowing' in community-first Ramadan campaign
Starbucks has revealed its 'Keep the Gathering Flowing' campaign created in partnership with Impact BBDO. The campaign highlights how Starbucks isn't just serving coffee, but intends to capture the essence of modern Ramadan nights.
The campaign illustrates how people stepping into a Starbucks during Ramadan, will feel it: an atmosphere alive with connection; laughter between friends; games and conversations between sips of coffee. It's more than just a coffeehouse; it's a meeting point, a beating heart of the night and a place where the 'gathering continues to flow'.
In an era when digital interactions often take precedence over in-person moments, this campaign celebrates the in-between — the spontaneous post-iftar meet-ups, late-night reflections before suhoor, the friendships formed under the café's warm lights, and more.
Starbucks: from coffeehouses to community hubs
For centuries, coffeehouses have been spaces of conversation, creativity and cultural exchange.
Starbucks continues this tradition, evolving from a coffee spot into a modern-day majlis, where Gen Z and millennials redefine gatherings during Ramadan.
From Kuwait to Riyadh, Dubai to Jeddah, the Starbucks campaign demonstrates a transformation into a late-night hub where communities come together.
'This is more than just a campaign, it reflects a deeper commitment to fostering authentic human connection,' the brand shared in a statement.
The soundtrack of a new generation
This year, Starbucks took its storytelling beyond visuals. Partnering with rising Saudi artist Elias Setta, the brand created an original track that resonated deeply with audiences, topping Kuwait's charts at #1 and reaching #3 in Saudi.
'Music has long been a powerful form of self-expression, and this collaboration embraces the way today's youth connect with storytelling,' the brand shared in a statement.
By incorporating contemporary sounds, the campaign blends tradition with modern influences, reinforcing Starbucks' role as a space where people come together and share experiences.
More than coffee: Starbucks' commitment to culture
Starbucks has also emphasised that this campaign isn't just a short-term initiative, it's part of Starbucks' ongoing engagement with culture in meaningful ways.
From collaborations with the Saudi Ministry of Culture to National day celebrations across the MENA region, the brand has proven that its role in the region isn't just transactional; it's a commitment to honouring the coffee culture and the traditions of the region.
Beyond its stores, the brand is meeting people where they are, literally. Mobile coffee trucks make bring communities together in familiar spaces, while custom Snapchat filters extend the experience into the digital world.
Whether on the move or settling in for hours-long conversations, coffee remains a constant, anchoring moments that matter.
Keeping the gathering glowing
This campaign isn't about nostalgia; it's about the present. It's about a new generation embracing traditions in their own way.
And in the midst of it all, Starbucks aims to remain a familiar presence, ensuring that no matter how the night unfolds, the gathering keeps flowing.
CREDITS:
Client: Starbucks
Agency: Impact BBDO
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