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PEOPLE and Byrdie joined forces with Starbucks and Spark Foundry to celebrate the Pumpkin Spice Latte’s 20th birthday, creating an original TikTok music video with Grammy-award winning artist Ashanti.
Together, we leveraged a talent + storyline that took fans back to the early aughts, when the PSL was first created. Ashanti was the perfect star for this collaboration–Her sophomore album, Chapter II, was released in 2003, the same year the PSL was released.
Our video featured original music and composition, mixed with throwback vocal moments from Ashanti’s 2003 hit “ Rock Wit U (Awww Baby).” This buzz-worthy program gave fans an engaging and immersive look at how things have changed, evolved–and in some ways, as the PSL’s popularity proves–remained the same over the past 20 years.
The custom TikTok garnered nearly 3 million views on PEOPLE, indicating reach and exposure at scale. Ashanti’s own organic posts had more than 1 million views, and overall sentiment was incredibly positive with a range of celebrities and brands joining the conversation to congratulate our two icons on celebrating 20 years. Commenters included Old Navy, DoorDash, Delta Airlines, Ja Rule, Fat Joe, and more.