Pumpkin Like it’s 2003

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Starbucks and SPARK wanted a big birthday moment to celebrate the Pumpkin Spice Latte’s 20th, and we delivered. Together with Grammy-award-winning artist Ashanti, we leveraged talent and a storyline that took fans back to the early aughts, when the PSL was born.

Our hero creative was a bespoke music video on TikTok, which featured original lyrics, music, and composition, mixed with throwback vocal moments from Ashanti’s 2003 hit “Rock Wit U (Awww Baby).” The TikTok garnered more than 5.6 million total views, with a range of celebrities and brands joining the conversation.

An array of supporting content, including native articles on PEOPLE (20 Years of Starbucks Pumpkin Spice Latte Love) and Byrdie (Just Like Y2K Fashion, the PSL Never Goes Out of Style), plus social teasers, spread the birthday messaging even further. Content engagement rates were nearly 4x benchmark averages.