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.