Hide & Peach

To promote Starbucks’ line of peach-flavored beverages for cherry blossom season, we introduced an irresistibly kawaii peach character that invited playful interaction across social media.

This shy little peach had a personality as soft as its fuzz—often hiding bashfully in the background of posts, subtly drawing curiosity and engagement. But the real magic happened through an Instagram filter, where users could bring the peach to life.

The challenge? Users had to tilt their heads to keep the peach from tumbling off-screen and bruising itself, creating a fun and shareable moment. As they successfully bonded with the peach and achieved BFF status, the experience bloomed into a delightful reward—Starbucks’ signature cherry blossom patterns animated to life, reinforcing the seasonal charm and aesthetic.

STARBUCKS