# Caffeinated Braille Ads The 'Coffee Braille' Campaign Uses Coffee Beans to Communicate By Alexander Lam | Published 2013-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coffee-braille References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/starbucks-coffee-braille/) & [starbucks.br](http://www.starbucks.com.br/) With the goal of promoting [Starbucks's](https://www.trendhunter.com/trends/drawn-together) new braille menu, the coffee retailer released a [visually and tactically appealing ad](https://www.trendhunter.com/trends/taste-our-world) 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. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 23% | Activity: 14% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Interactive Advertising:** The 'Coffee Braille' campaign demonstrates the potential for using tactile elements in advertising to engage and communicate with visually impaired individuals. - **Inclusive Marketing:** Starbucks' braille menu promotion highlights the importance of inclusivity in marketing, encouraging other companies to consider accessibility in their branding strategies. - **Empathy-based Campaigns:** The Coffee Braille initiative showcases the power of empathy-driven campaigns that not only raise awareness but also connect with specific target audiences in meaningful ways. ### Where This Applies - **Hospitality:** The use of braille menus by Starbucks presents an opportunity for other hospitality companies to enhance their accessibility offerings and improve the overall guest experience. - **Advertising:** Coffee Braille demonstrates a potential disruptive innovation opportunity in the advertising industry, encouraging advertisers to explore innovative ways to engage diverse audiences. - **Printing and Packaging:** The application of coffee beans to form braille text on a giant Starbucks napkin suggests a potential innovation opportunity in the printing and packaging industry to incorporate tactile and braille elements for various purposes. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Tactile Gel Manicures](https://www.trendhunter.com/trends/braille-nails.md) - [Coffee Ink Flipbooks](https://www.trendhunter.com/trends/limited-edition-flipbook.md) - [Inclusive Chocolate Packaging](https://www.trendhunter.com/trends/the-holiday-braille-box.md) - [Authenticity-Focused Coffee Campaigns](https://www.trendhunter.com/trends/for-the-love-of-real.md) - [Braille-Integrated Furniture Designs](https://www.trendhunter.com/trends/aedo-collection.md) - [Card-Labeled Coffee Bags](https://www.trendhunter.com/trends/blueprint-coffee.md) - [Inclusive Shopping Labels](https://www.trendhunter.com/trends/coca-cola-1.md) - [Braille Dining Menus](https://www.trendhunter.com/trends/braille-menu1.md)