Brand Tracker

Welcome to the automated Brand Tracker diaries.

Spain

Starbucks and Pascual Bring the Protein Trend to On-the-Go Consumption

Brand: Starbucks

Campaign: Protein Trend for On-the-Go Consumption

Source: https://www.reasonwhy.es/actualidad/marketing-starbucks-pascual-proteina-dinamic-protein-latte-matcha

Goal: Promote protein consumption outside the home

Claim: N/A

Media: N/A

Summary: Starbucks and Pascual are leading a trend that focuses on the consumption of protein products for people on the go, aiming to integrate healthy options into casual dining experiences.

Global

Starbucks’ Unicorn Frappuccino Revival Fueled a Record Saturday. Now Comes PSL Season.

Brand: Starbucks

Campaign: Unicorn Frappuccino Revival

Source: https://www.adweek.com/brand-marketing/starbucks-unicorn-frappuccino-revival-fueled-a-record-saturday-now-comes-psl-season/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=13

Goal: Revive interest in the Unicorn Frappuccino

Claim: The return of the viral drink

Summary: Starbucks successfully revived its viral Unicorn Frappuccino for a limited time, selling over 2 million drinks in North America in three days, marking the company's highest Saturday sales day in the U.S. The drink's return was a nostalgic nod to its original popularity among millennials and Gen Z.

marketing sales Starbucks Unicorn Frappuccino

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

Global

The Key to Building More Durable Brand Relationships

Brand: Strava

Campaign: Daily Fitness Ritual Challenge with Starbucks

Source: https://www.adweek.com/brand-marketing/the-key-to-building-more-durable-brand-relationships/

Goal: Help brands integrate into consumer's daily fitness routines

Claim: Authentic engagement beyond one-time events

Media: Social media and run clubs

Summary: Strava aims to help brands engage authentically with consumers by integrating into their daily fitness routines. The recent campaign with Starbucks encouraged users to walk or run for 22 minutes a day, offering rewards to incentivize participation. Industry leaders discussed the importance of creating lasting connections through fitness rituals and the potential for brands to connect with targeted audiences in social fitness environments.

brand engagement fitness Starbucks Strava

Croatia

From Customized Orders to Starbucks’ Summer Platform

Brand: Starbucks

Campaign: Pink Energy

Source: https://www.media-marketing.com/vijesti/od-prilagodjene-narudzbe-do-ljetne-platforme-starbucksovog-brenda/

Goal: To create a seasonal identity around the Pink Drink and engage customers.

Media: social media, digital channels, physical locations

Summary: Starbucks has developed the Pink Energy campaign to build a broader summer platform around its popular Pink Drink, which evolved from customer adaptations to become a permanent menu item. Launched in late June, the campaign features merchandise and new frozen drink offerings linked by their pink color, focusing on confidence, creativity, and personal atmosphere rather than productivity. The campaign will continue throughout summer across various media.

creative marketing Pink Drink Starbucks summer campaign