“For 25 years, Starbucks has been part of the fabric of communities across the region, employing thousands of partners (employees), serving millions of customers, and bringing people together over coffee.”
— Duncan Moir, president of Starbucks Europe Middle East and Africa
Starbucks, in partnership with Alshaya, marked its 25th anniversary in the Middle East with the launch of Dallah’s Treasure Blend. This exclusive coffee, paying homage to Arabic coffee culture, was unveiled through an experiential activation at Dubai’s Museum of the Future on April 22, 2024. The event, a collaboration of ideas and execution between GPJ UK and GPJ Dubai, blended tradition with innovation for a multi-sensory journey through the rich heritage of Arabic coffee.
The unique pairings and discovery of the precious flavors found in the MENA region played into the inspiration behind Starbucks Dallah’s Treasure blend.
Like opening a cave of fortune, we featured several exploration stations including a digitalized Arabic coffee brewing table where visitors used a traditional Dallah to navigate through the digital sand displaying the regional history of coffee. A digitized treasure chest enchanted guests as they discovered the inspiration behind the blend’s unique flavor profile present.
Traditional music, dance, and storytelling complemented the high-tech elements, enveloping guests in a holistic cultural experience. The event exemplified how cultural sensitivity with innovative marketing can create a powerful brand activation.
- Pre-Event Promotion: A buzz-generating digital campaign and exclusive invitations sent to key stakeholders, media, and influencers.
- Event Design: Transforming the Museum of the Future into a celebration of Arabic culture with decor, lighting, and ambiance that reflected heritage and innovation.
- Interactive Stations: Engaging points included live coffee brewing demonstrations, a spice market, and a virtual reality experience of coffee farming in the Middle East.
- Cultural Performances: Traditional music, dance, and storytelling sessions immersed guests in Arabic culture.
- Product Sampling: Guests tasted Dallah’s Treasure Blend, appreciating the fusion of cultures in every sip.
- Media Engagement: Facilitated interviews with Starbucks and Alshaya executives, and cultural experts provided deeper insights into the product’s significance.
- Social Responsibility Announcement: The $250,000 donation to World Central Kitchen was revealed in a heartfelt presentation, emphasizing Starbucks’ commitment to the region.
- Post-Event Engagement: Attendees received exclusive gift packs and access to an online portal to share their experiences and learn more about Arabic coffee culture.
The launch was a resounding success, with 92% of attendees reporting a positive shift in their perception of Starbucks’ commitment to Middle Eastern coffee traditions. 83% rated the event as “Excellent” or “Very Good,” and 73% learned something new about the region’s coffee culture. By blending cultural sensitivity and innovative experiences, Starbucks strengthened its brand presence in the Middle East, creating a meaningful and lasting connection with its audience.
