This email series encouraged Starbucks customers to add a toasty sandwich to their regular morning coffee purchase. It included a fun animation where different sandwiches slid into place next to the drink image, and some suggestions on finding "breakfast sandwich perfection."

The Starbucks for Life game came with a cast of colorful summer characters. And that meant a lot of colorful copy for app inboxes, online and email, all encouraging Starbucks Rewards members to play.

The most rewarding part of writing copy for Starbucks packaging is capturing the essence of the region where the coffee is grown while adhering to a strict word count.