Starbucks
The 20th Anniversary of the PSL
Overview
Celebrating the 20th anniversary of the PSL
For over 20 years, the Pumpkin Spice Latte has marked the unofficial start of fall, becoming a true cultural icon. While excitement spikes every August, Starbucks’ agencies SPCSHP and Spark Foundry partnered to keep momentum going through November. On October 10, we launched a nostalgic takeover on Instagram and TikTok, transforming the brand into a fully 2003-inspired PSL time capsule for three days.
Opportunity
PSL already owns August. To own October too, we turned Starbucks social into a 2003 dreamscape that tapped into pure fall nostalgia.
Solution
2003 called…we answered
We teleported our Instagram back twenty years, transforming it into a relic of the era. With a new display name xXStarBucks03Xx and a pixelated avatar fit for AIM, we recreated core memory scenes and early 2000s vibes. Inspired by teen magazines, we launched a Pumpkin clique personality quiz and dropped T9-style texts our audience could screenshot and DM to friends, fueling shares and nostalgia across platforms.
Execution
PSL got the 2003 pop star treatment
On TikTok, we tapped Grammy-award winning R&B artist Ashanti, who released a number one album in 2003, to pen a ready-for-radio homage to the PSL alongside a video that could have easily dominated the TRL charts. Main character energy activated. And in true pop culture fashion, we tapped entertainment editorial icon PEOPLE to co-produce, and create surrounding edit coverage.
Results
The campaign generated huge buzz and widespread engagement across social platforms. By tapping into nostalgia and pop culture, we created shareable moments that resonated deeply with the audience. The content sparked conversations, boosted brand affinity, and extended excitement for the PSL well beyond its typical season, making it a memorable and impactful campaign.