Grammy-nominated DJ and producer Jax Jones has teamed up with Starbucks Chilled Coffee to launch a new remix of Basement Jaxx’s iconic anthem “Do Your Thing”, reintroducing the noughties dance classic for a new generation. Now available to listen across TikTok and Instagram, the remix forms part of Starbucks’ latest campaign around individuality, creativity, and self-expression online.
Twenty-five years after the original track first became a club staple, the refreshed version brings a sharper, more modern energy to the tune, while retaining the unmistakable feel-good spirit that made the song so recognisable in the first place. The “WHATEVER YOUR THING, we’re in” campaign centres around the growing pressure younger audiences face to present themselves authentically online while still feeling the need to conform. The remix encourages listeners to showcase “their thing” across social media, whether through fashion, skating, music, sport, or even everyday rituals, with the sound already beginning to circulate widely across creator content on TikTok and Instagram.
The campaign launches alongside new research commissioned by Starbucks Chilled Coffee, which found that 88% of Gen Z and young millennials admit they hold parts of themselves back in order to fit in socially. Meanwhile, 93% said they feel pressure to tone themselves down in at least one aspect of their lives, while almost three quarters reported they would feel happier if they felt able to express themselves more openly.
Alongside the remix itself, the wider campaign also includes a hero film starring viral longboard skater Jikal Hassan, alongside creator-led content spotlighting individuality across multiple social platforms – viewable here.
Known for genre-blending dance hits and festival-ready production, Jax Jones has become one of the UK’s most recognisable electronic artists, making him an apt choice to revisit one of the defining dance tracks of the early 2000s. Meanwhile, Starbucks continues expanding its ready-to-drink presence across EMEA markets, increasingly engaging music, creator culture, and digital-first campaigns like this one, tapping directly into the growing resurgence of noughties dance music currently dominating social platforms and festival culture alike.
The remix is available now across TikTok and Instagram. You can also watch the campaign film here: YouTube. Find out more about Starbucks, explore its latest menus, and dive into its brand stories right here.
