ALL OUT PUMPKIN SPICE

STARBUCKS

BRIEF
Celebrate the nation’s love and obsession of classic autumnal drink: Pumpkin Spice Latte.

IDEA
Go all out for Pumpkin Spice and be unashamed in our category superiority, by showing we’re the original, never bettered, in a fun, self-aware & cheeky way.

EXECUTION
We turned a PSL-filled Pumpkin Mug into an ‘influencer’ who hyped up the fans to get Pumpkin Spice a week early. We then welcomed Pumpkin Spice fans to go all out and join ‘The Pumpkin Spice Latte Partay’. We then celebrated obsessions even more with a series of social videos and a radio ad.

MY ROLE
Creative Concept Development, Day to Day Creative Lead, Outfit design, Edit and Radio Oversight, Project delivery and last but not least… the OG Superstar Rapper.

KEY VISUAL, OOH & DOOH [EMEA]

PAID SOCIAL [EMEA]

Amplifying and celebrating PSL obsession on social. Raising awareness of our wider All Out campaign.

FIRST TASTE

Building hype before the product launches by turning a PSL-filled Pumpkin Mug into an influencer who helped fans go all out one week early.

RADIO

A 30s spot where two co-workers bond over their mutual love for Pumpkin Spice, comparing the things they’ve done to go all out for their obsession.

ALL OUT PSL INSPO

THE PSL PARTY

We celebrated fans who are going ‘ALL OUT’ for PSL by throwing the ultimate party on TikTok and welcoming people to join it.
All they need is an ‘all out’ Pumpkin outfit, a fun party vibe and the iconic drink that inspired your obsession - The PSL.