The 'Coffee Braille' Campaign Uses Coffee Beans to Communicate

By: Alexander Lam - Published: Jul 9, 2013 • References: & ibelieveinadv
With the goal of promoting Starbucks's new braille menu, the coffee retailer released a visually and tactically appealing ad entitled Coffee Braille. Using coffee beans, a series of ads were created with braille on them. The beans were arranged to form text that informs vision-impaired coffee aficionados about the new braille menus from Starbucks.

To augment the ad's visual effect, the coffee beans were glued to what seems to be a giant Starbucks napkin. Along with the braille is text that states "Novos cardápios em braille Starbucks" or "New braille menus at Starbucks."

Brazil-based ad agency Rái created Coffee Braille in order to target vision-impaired customers while creating positive brand perception for Starbucks. The ads show that Starbucks cares while getting the word out to those who need braille to read. Stats for Caffeinated Braille Ads Trending: Older & Chilly
Research: 1,139 clicks in 150 w
Interest: 0.9 minutes
Concept: Coffee Braille
Related: 47 examples / 36 photos
Segment: Neutral, 18-55
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