Starbucks Chilled Coffee leans into ‘sidekick’ role in new identity-led platform

The new EMEA campaign backs a generation embracing individuality.

Starbucks Chilled Coffee is rolling out a new EMEA campaign platform called “WHATEVER YOUR THING, we’re in,” built around the idea that young people feel pressure to constantly adjust how they act to fit in, but also want to stop doing that.

The brand is positioning itself less as a functional energy drink alternative and more as a companion to self-expression—framing itself as something that supports people in being themselves rather than fixing a lack of energy or focus.

The message shifts attention away from performance claims common in the category and toward identity, interests, and personal style.

The launch is based on commissioned research by Focaldata across Spain, the UK, and Germany.

It found that 88% of Gen Z and young millennials say they hide at least one part of themselves to fit in, and 93% feel pressure to tone themselves down in certain environments, especially at work or in education settings.

The data also points to the impact of that pressure: 52% report daily drops in energy or mood, whilst 85% describe physical exhaustion and 84% emotional fatigue when it happens.

Despite that, 72% say they believe they would be happier if they could show up more authentically in key moments.

The campaign is led by a hero film featuring longboard skater Jikal Hassan.

It is being rolled out across social media, outdoor advertising, retail channels and video formats, with support from AMV BBDO and partner agencies Edelman, Carat, and BD, alongside paid media, creator content, and PR amplification.

The platform is intended as a long-term positioning strategy for Starbucks Chilled Coffee across EMEA markets rather than a one-off campaign.