Starbucks says ‘Hello Again’ by advertising around the Super Bowl

Dive Temporary:

• Starbucks continues to roll out its newest model marketing campaign with a brand new 60-second spot made in partnership with Anomaly, per particulars shared with Advertising Dive.
• “Whats up Once more” seeks to reintroduce the model’s story and identification to customers, promising that “the Starbucks you’re keen on is prepared.” The spot will air throughout the Tremendous Bowl pre-game present on Fox.
• As well as, Starbucks will give out free espresso to rewards members on the Monday after the Tremendous Bowl, selling the trouble with a 15-second advert that can air throughout the Tremendous Bowl post-game present.

Dive Perception:

Starbucks executives together with CEO Brian Niccol have affirmed that advertising investments are a big a part of the chain’s turnaround plan. These efforts proceed with two adverts and a promotion across the Tremendous Bowl that allow the model reap the benefits of client consideration on the massive recreation with out the $7-$8 million price ticket of a 30-second in-game spot.

Soundtracked by AC/DC’s laborious rock anthem “Thunderstruck,” “Whats up Once more” focuses on barista routines round making and serving the chain’s espresso drinks. The advert additionally nods to the observe of writing buyer names and notes on cups, which was the main focus of the musical “Not My Title” advert that kicked off the brand new model marketing campaign on Jan. 26. 

Together with writing on cups — a longtime model observe that fell to the wayside because the chain added extra automation to its workflow — Starbucks not too long ago introduced again facilities like condiment bars and expanded its free refills coverage to all prospects as a part of its efforts to reestablish itself as a group coffeehouse.

“Whats up Once more is a declaration of a return to our roots with a celebration of espresso and connection,” stated Tressie Lieberman, Starbucks world chief model officer, in an announcement. “The inventive exudes the thrill and intention that goes into creating the very best expertise for our prospects – from our baristas’ private engagement to the drinks they craft. The music brings the power and felt becoming for reintroducing Starbucks to the world.”
 
To construct on the inventive, Starbucks will run a “Starbucks Monday” promotion the day after the Tremendous Bowl, when greater than 22 million U.S. staff plan to overlook work, per UKG information cited by the model. Starbucks Rewards members within the U.S. can obtain a free tall scorching or iced espresso on Monday, probably driving extra customers to its loyalty app. A 15-second advert after the massive will promote the trouble and shares footage with “Whats up Once more.”

Each spots characteristic precise Starbucks baristas and have been created in partnership with Anomaly, the Stagwell store that the chain final month chosen to deal with its inventive. The shocking appointment got here simply months after the chain had appointed WPP, which had established a bespoke Group Starbucks unit for the task.

Starbucks noticed U.S. comparable retailer gross sales drop 4% 12 months over 12 months in Q1 fiscal 12 months 2025, outcomes that Niccol stated had “room for enchancment.” To that finish, the chain is reallocating budgets from discounting into advertising.