Best Beverage Online Video

To some very dedicated Starbucks Pumpkin Spice Latte (PSL) fans, fall is all about the annual return of their beloved beverage. But for many others, the PSL has become white noise in a world awash in pumpkin spice products.

Starbucks knew they had to re-launch their seasonal beverage in a way that would reclaim the PSL’s place as the ORIGINAL and most beloved of all pumpkin spice products. As well, they had to surprise and delight their hardcore PSL fanatics with something surprising. These devoted Gen X female evangelists, lovingly referred to as, “Pumpkin Heads”, had high expectations of Starbucks and the way in which the brand rolled out the yearly launch of the autumnal drink.

Internal marketing expectations were high as well with three specific goals outlined:

1 - To create a new and innovative PSL reveal moment for 2017 with broad reach and fanatic appeal.
2 - To drive engagement and excitement in advance of the arrival of PSL.
3 - To create a newsworthy event/moment to drive earned coverage and compete with all the other pumpkin spice products being launched almost daily.

We decided to produce a 24/7 “behind-the-scenes” livestream of the official PSL “hatching”, from its home at Starbucks HQ. Facebook Live was leveraged to take advantage of our sizeable community of existing FB fans, who could then share and promote the stream over the course of 4 days.

Contributors:

Chief Creative Officer, Edelman:	Tom Parker
Executive Creative Director, Edelman:	Michelle Franzoia
Executive Producer, Edelman:	Claire Fontana
Senior Vice President, Edelman:	Martha Kalman
Senior Account Supervisor, Edelman:	Taylor Rodriguez
Director of Digital Creative, Starbucks:	Briar Waterman
Senior Copywriter, Starbucks:	Randy Walker
Social Media Strategist, Starbucks:	Skye Pascall
Creative Manager, Starbucks:	Josie Daniels
Associate Producer, Starbucks:	Heather Peteroy

EDELMAN

Location: USA