When was the last time you sat across from someone without looking at your phone?
We are more digitally connected than ever, but that does not necessarily mean our connections are any deeper. That contradiction is the starting point for Juntémonos Más — roughly translated as “Let’s Get Together More” — Starbucks’ new brand platform, developed in partnership with Ogilvy Mexico to bring face-to-face conversations back to the center.
The idea is simple: spend less time scrolling and more time sitting together.
Juntémonos Más: Starbucks’ New Brand Platform
More than a communications campaign, Starbucks is positioning Juntémonos Más as a broader brand and business commitment to strengthening something that has been part of its proposition for years: the human connections that happen over a cup of coffee.
A gathering with friends, a date, a conversation between colleagues, or simply taking a moment to catch up. Within the campaign’s narrative, the product is no longer the sole protagonist. Instead, the focus shifts to what happens around it.
The strategy also reflects a business reality: a campaign can capture someone’s attention and bring them into a store, but it is the experience, service, offering and overall feeling they find there that can give them a reason to come back.
Beyond an Advertising Campaign
That is why Juntémonos Más is designed to extend beyond advertising. According to Diego Recalde, the platform will gradually expand across Starbucks stores, digital channels, products and experiences.
The intention is to reinforce one of the brand’s long-standing concepts: the Third Place — a space between home and work where people can pause, connect and spend time together.
This is also where one of the most interesting strategic decisions behind Juntémonos Más comes into focus. Starbucks is not trying to compete directly with screens. Instead, it is reclaiming an experience that a screen can rarely replace entirely.
Because at a time when almost everything can happen digitally, sitting across from another person still requires something remarkably simple: being in the same place.
Source: Diego Recalde via LinkedIn