Anomaly Debuts 'Not My Name,' Its First-Ever Campaign as Starbucks' New AOR

Starbucks just launched a new creative campaign that aims to shake up the coffee giant's brand marketing strategy. 

Made together with Anomaly, the brand's newly appointed U.S. agency of record (AOR), "Not My Name" focuses on the unique customer experience that Starbucks delivers, highlighting their tradition of writing customers' names on coffee cups before they're served. 

This can be seen in the campaign's 30-second hero spot, where a barista works on orders step-by-step: from pulling the espresso shots to writing on the cups and serving the coffee. 

But instead of writing the customers' names, this time the barista opts to write motivational messages to put a smile on their faces. Phrases like "Let's Go," "Happy bday," and "shine on" grace the cups lead to happier customers. 

"Your pick-me-up is ready," the screen writes, as the spot ends. 

Overall, the spot seeks to strengthen Starbucks' connection with American consumers, leaning into thoughtful brand storytelling to remind audiences of what makes the Starbucks experience unique.

New Creative in the Block

The latest development follows the coffee giant's move to name Anomaly as its new U.S. creative agency, concluding a long-standing relationship with WPP's agency network.

As part of the deal, the Stagwell-owned company will take over the creative reins for the U.S. market, which accounts for the majority of Starbucks’ global revenue.

Notably, WPP will continue to work with Starbucks as per Ad Age's report, however will be less involved in its marketing efforts. 

This is the first @Starbucks commercial under new CEO Brian Niccol’s leadership.

Work by @Anomaly.

What do we think? pic.twitter.com/Z4Y4Tj201P

— Michael J. Miraflor (@michaelmiraflor) January 27, 2025

The deal follows a series of major changes within Starbucks management and challenges the brand faced. 

Following the firing of former CEO Laxman Narasimhan in August, Starbucks has appointed former Chipotle Chief Brian Niccol to lead the reigns of the company. 

To add to that, the brand faced labor issues and an overall declining appeal in the last few years, leading to a 6% decline year over year in North America during its fiscal fourth quarter in 2024. 

With Anomaly now at the creative helm for its U.S. market, Starbucks is doubling down on its strategies to recapture its core audience and reignite brand loyalty.

The coffee giant's renewed focus on its identity, coupled with leadership changes and a plan to address operational challenges, is a shift for the company as it strives to reverse declining sales and regain its position as a leader in the competitive QSR industry.

Meanwhile, Anomaly previously worked with Chevrolet for a heartwarming holiday campaign.