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Key Takeaways:
- Starbucks launches Iced Energy, a new sparkling RTD energy drink with zero sugar and plant-based caffeine.
- BBDO pays tribute to the beloved "Glen" character from the 2004 Doubleshot ad, offering a modern twist with a new office hero named "Roy."
- The campaign banks on nostalgia and humor to reach consumers looking for a fun, energizing way to power through the afternoon.
Starbucks and PepsiCo’s North American Coffee Partnership are reviving a pop culture classic to launch a new product.
The new campaign serves as a throwback to "Glen," the fan-favorite character from the 2004 "Doubleshot" commercial that helped make Starbucks’ ready-to-drink (RTD) beverages a household name.
In a 60-second spot, made together with Energy BBDO, viewers meet the office go-getter "Roy" as he opens a can of Starbucks Iced Energy after lunch.
This cues an original anthem from a band of legendary rockers — just like Glen’s iconic "Eye of the Tiger" moment.
Starbucks will also be releasing Roy-themed GIFs on GIPHY and offering Iced Energy in three flavors:
- Tropical Peach
- Watermelon Twist
- Blueberry Lemonade.
Each can has 160mg of plant-based caffeine, zero sugar, and only 5 calories.
In a statement, Starbucks Senior Marketing Director Brian Smith shared how the campaign is relatable in that everyone has days "when the afternoon needs an energy boost to help us get through the rest of the day."
"Ready-to-drink Starbucks Iced Energy meets the needs of consumers who are looking for energy that hydrates, tastes great and feels good.
Roy is a reminder that nailing the afternoon requires the right kind of energy — and the music sets the tone. Sometimes, we all need a little 'Eye of the Tiger,'" he added.
Starbucks and BBDO demonstrate how ad agencies can remix legacy brand moments into fresh narratives.
Tapping into nostalgia to launch a new product doesn't just generate buzz but also enables the brand to reach both old and new consumers using a successful formula.
Rockstar Energy at the Office
The new spot opens with Roy returning to the office after lunch, visibly gearing up for the rest of his workday.
Riding the escalator up, he opens a can of Starbucks Iced Energy and takes a sip.
The moment triggers a personalized rock anthem from "The Legends of Classic Rock," a fictional supergroup featuring former members of iconic bands.
As Roy moves through the office, crushing tasks with renewed energy, the band follows him around with a custom rendition of “Eye of the Tiger."
♪♫♪ He's the overachiever crushing all goals in sight
The afternoon has finally met its rival
He multitasks and circles back
With his Eyes on the prize
Before long, he'll be up for his own... fancy title ♪♫♪
And guess who has that fancy title that Roy is eyeing? Yes, it's Glen making a cameo (it's actually spelled "Glenn" according to the name on his office door).
The spot airs on Peacock and during Bravo’s "Summer House" and "Southern Charm."
With a legendary song and an equally iconic character, Starbucks ensures brand recall for its new Iced Energy drinks.
It also effectively targets both longtime fans and a younger, work-focused audience.
Meanwhile, BBDO NY and Neutrogena previously launched a new campaign starring wrestling megastar and Hollywood actor John Cena.
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