THE ART OF GIVING

The holidays are about connection, intention, and meaningful gestures.
This campaign transforms a simple coffee into a personalized gift from the heart.

With competitors capturing younger audiences, the brand needed a fresher, more engaging Christmas identity.
Our solution: a modern yet heartfelt concept inspired by intentional giving, turning every cup into a personalized moment worth sharing, and we know how much…and we understand how younger audiences excel at transforming relatable moments into viral trends.

How It Started

The Coffee Cup has long been a beloved Salvadoran tradition—warm, familiar, and part of our everyday moments. But this year, as new competitors captured the spotlight through influencers and younger, trend-driven audiences, the brand needed a fresh holiday twist to stay culturally relevant.

It was the perfect moment to reinvent the season’s narrative. By blending nostalgia with modern visual energy, we aimed to bring The Coffee Cup back into the conversation—stronger, warmer, and emotionally connected to a new generation of coffee lovers.

***Turn up the video volume and feel the art of giving — this isn’t just a video, it’s an experience!

CREATIVE CONCEPT & DIRECTION

Our creative direction embraces a fun, colorful, and modern aesthetic inspired by the bold simplicity of flat art. Using vibrant, trend-driven tones, the visuals channel the youthful energy of Millennials and Gen Z—clean, minimal, and dynamic, crafted to immediately stand out in a digital-first world.

A key rule guided our concept: no green. Since the main competitor, Starbucks, has built its identity around that color family, we intentionally shifted toward fresh variations of the brand’s own reds and yellows. This not only reinforces brand recognition but also positions The Coffee Cup with a distinct and memorable holiday personality.

By stepping away from the traditional “Fernando Llort–style” Salvadoran aesthetic, we introduced a bold and refreshing twist—one that aligns with a new generation, supports our planned interactive campaign activities, and delivers a modern call to action for the season.

Our project speaks for us — a few words that carry the spirit of our entire concept:

The Audience That Turns Moments Into Marketing

To ensure this campaign gained real traction, we analyzed what truly drives engagement today—and the answer was clear: a campaign visually irresistible for social media. Vibrant colors, trendy moods, and share-worthy elements were key to making people want to post it.

That’s why we focused on a younger, hyper-digital audience: self-taught, creative, fast learners who constantly consume online content. This generation lives almost entirely online—YouTube, Instagram, TikTok, Snapchat, Twitch—accessed through their phones and always ready to share moments, trends, and experiences. Many aspire to become influencers, follow creators closely, and love posting aesthetic experiences, especially drinks, desserts, and outings with friends.

By designing a campaign tailored to their habits and lifestyle—social, visual, trendy, and eco-conscious—we turned them into organic ambassadors. Their natural impulse to upload content gave The Coffee Cup a powerful, indirect boost, making this holiday campaign spread authentically across digital spaces.

THE CONCEPT

“The Art of Giving” captures the modern way Millennials and Gen Z approach holiday gifting—thoughtful, intentional, and deeply personal. For these generations, a gift isn’t just an object; it’s an experience that reflects creativity, authenticity, and emotional meaning.

This slogan highlights that giving is more than a gesture: it’s an art form built on personalization and connection. It celebrates the idea of making every gift unique and memorable, transforming simple moments into something special.

To bring this concept to life, part of the campaign invites customers to create their own drinks and gift them to someone meaningful. The new Christmas menu features four base beverages designed to be mixed, matched, and personalized—resulting in a one-of-a-kind drink that can only be crafted at The Coffee Cup. This interactive twist reinforces the slogan by turning each cup into a meaningful, custom-made gift.

ADVERTISING STRATEGY & DIRECTION

To position The Art of Giving as a highly shareable, emotionally engaging, and youth-driven holiday campaign, we designed an ecosystem that connects digital virality, in-store experience, and brand visibility.
The strategy focuses on capturing the attention of younger audiences by giving them content they want to share—vivid colors, personalized drinks, fun challenges, and a highly photogenic holiday atmosphere.

Our strategy went far beyond choosing media channels. We became “baristas” ourselves—researching blends, flavors, and holiday ingredients to propose four magical new recipes that ultimately became the spotlight of the entire campaign.

Each drink was given a name designed to spark curiosity rather than reveal the flavor.
After all… what does “Joy & Love” taste like?

There’s only one way to find out: trying it.

SWEET CHRISTMAS

CAMPAIGN CORE: PERSONALIZED HOLIDAY DRINKS

FROSTED CELEBRATION

DECEMBER CLOUDS

JOY & LOVE

MULTI-PLATFORM MEDIA MIX

DIGITAL STRATEGY

Facebook: Campaign announcements, event coverage, barista livestreams.
Instagram: Reels, Stories, and UGC (user-generated content) reposts.
TikTok: Challenges, viral trends, behind-the-scenes content.
YouTube: Long-form videos, barista features, campaign storytelling.

Google Search: Keyword positioning for café, regalo, Navidad, The Coffee Cup El Salvador.
Display & Search Ads: Driving traffic to seasonal products and store locations.

BILLBOARDS & OUTDOOR ADVERTISING

These placements create recognition before entering malls or approaching stores, strengthening brand recall during the busiest shopping months.

LIVES AND EXCLUSIVE SHOWS!

Every Friday, a barista hosts a Facebook & YouTube Live highlighting one seasonal drink.
They show the process (without revealing the secret recipe) and encourage viewers to visit a store to try it.
A modern twist on the “Advent calendar” tradition.

On site holiday decorations and more.

This is how we aim to boost mases!