Nestlé Perfect Cup (pitch)
My Role: Lead strategist and creative director
I defined the positioning and pitch narrative, and led cross-functional teams in developing pitch-ready creative territories grounded in data, social sentiment, and human insight.
The Situation
Nestlé’s sales team approached me to evolve a legacy Walmart program at a moment when coffee prices were rising, but their target audience was demanding customization and quality. With a need to integrate value messaging and Walmart Cash, the challenge was to create an omnichannel media plan that felt accessible and aspirational.
The Insight
Coffee isn’t experienced as a product — it’s experienced as a ritual. Data, social conversation, and behavior showed that customization is how younger consumers make everyday moments feel personal and premium, even in a value-driven environment.
The Narrative
The pitch was structured to move from category tension to resolution, reframing rising prices and choice overload as an opportunity to position Walmart as the place where customization, quality, and value meet in one perfect cup.
A sensory, interactive experience that helps you craft a Starbucks cup that feels authentically yours. Simple choices guide you to the flavor, foam, and format that match your mood in the moment.
The Creative System
From the Perfect Cup idea, we developed flexible creative territories designed to scale across brands and moments:
Ritual-driven storytelling rooted in daily behaviors
Customization as self-expression, not choice overload
Seasonal and cultural moments that invite variation
A shoppable Flavor Forecast: Stay ahead of the blend. Each week, Starbucks and Walmart serve up a new flavor trend to match the mood of the season. Shop the forecast before it changes.
The Outcome
The creative work aligned internal stakeholders and external agency partners around a clear narrative direction and served as the creative foundation for cross-category storytelling and future activations.