The Coffee Bean & Tea Leaf is marking its 63rd anniversary with a global campaign built around a simple idea: there is no single correct way to enjoy coffee or tea.
Called “Make It Yours”, the campaign invites customers to customise drinks, share personal café rituals and explore new flavour combinations. It also connects the brand’s long history with the way younger customers use beverages as a form of self-expression.
Stories from customers and baristas
The first phase places loyal customers, baristas and creative collaborators at the centre of the celebration. Participants will share memories and explain how particular drinks became part of their daily routines or creative lives.
Artists from different markets are also contributing stories about their favourite brews and sources of inspiration.
Customisation moves beyond the menu
A second phase encourages creators and influencers to share their own #MakeItYours combinations. The campaign highlights familiar drinks as well as more playful creations using Crème Crowns, extra espresso shots and flavour boosts.
The final phase brings these stories into stores and social channels, inviting more customers to participate and discover how the beverages are made.
Limited-edition anniversary collection
The celebration also includes artist-designed merchandise such as patches, keychain straps and tote bags that customers can personalise.
The Coffee Bean & Tea Leaf began in Southern California in 1963 and now operates more than 1,200 locations in over 20 countries. The company is headquartered in Asia and is part of the Jollibee Group.
For Malaysian customers, local campaign updates are expected through the brand’s Malaysia social channels and participating outlets. Availability of drinks, merchandise and activities may vary by market.
Source: The Coffee Bean & Tea Leaf, distributed by PR Newswire Asia. Media contact details have been omitted.
