Brand Tracker

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Global

Is Starbucks’ Pumpkin Spice Latte ‘basic’? Martha Stewart answers in new ads

Campaign: Pumpkin Spice Latte Campaign

Source: https://www.marketingdive.com/news/is-starbucks-pumpkin-spice-latte-basic-martha-stewart-answers-in-new-ad/828848/

Goal: Celebrate the return of the Pumpkin Spice Latte and engage fans through user-generated content

Claim: There's Only One PSL

Media: TV, Instagram, TikTok, Facebook, YouTube Shorts

Summary: Starbucks has launched a campaign for its Pumpkin Spice Latte (PSL) featuring Martha Stewart, promoting the drink as a beloved fall tradition while embracing the idea of being 'basic.' The campaign includes a TV spot and social media content highlighting fan engagement and creativity. The PSL returned to stores on August 25.

Croatia

Martha Stewart Returns

Brand: Starbucks

Campaign: Pumpkin Spice Latte Return

Source: https://www.media-marketing.com/vijesti/martha-stewart-vraca-basic-u-starbucks-modi/

Goal: Celebrate the return of the Pumpkin Spice Latte

Claim: There's Only One PSL

Media: Instagram, TikTok, Facebook, YouTube Shorts, TV

Summary: Starbucks is promoting the return of its Pumpkin Spice Latte (PSL) for the season with a campaign featuring Martha Stewart, addressing its 'basic' reputation positively. In a social media campaign, Stewart humorously embraces the drink's image and connects it to autumn traditions, while a parallel TV campaign celebrates fan culture surrounding PSL. The campaign plays on generational differences through interactions in the videos, showcasing the drink as more than just seasonal but part of a larger community.

Martha Stewart Pumpkin Spice Latte Seasonal Campaign Starbucks