Starbucks Brings Back Pumpkin Spice Latte With Ad Push from Anomaly

Quick listen: How Starbucks turned PSL into a seasonal empire — in under 2 minutes.

Starbucks is putting the spotlight squarely on the drink that defined a season

This fall, the coffee giant launched its first-ever ad campaign dedicated to the Pumpkin Spice Latte (PSL), created with agency Anomaly.

The spots, titled “Now in Season,” highlight the craftsmanship and ingredients behind the iconic beverage.

Patrick Penny, lead beverage developer at Starbucks, speaks on why the PSL has been one of our most beloved beverages for more than two decades.

“The saltiness and browned butter notes combined with the toasted pecan flavors are the perfect complement to the Cortado’s bold espresso base," he explains.

The campaign isn’t limited to TV.

Starbucks also revived the once-retired @TheRealPSL Instagram account, bringing it back after an eight-year break.

To celebrate, the brand teamed up with Saturday Night Live’s Heidi Gardner to lead launch-day content, handing out PSL season passes to a handful of superfans who post about their love for the drink.

Conscious Minds handled the creative execution and social media planning.

A Starbucks Spot and Subway Takeover

The 30-second hero spot starts with close-ups of the work put into making everyone's favorite seasonal drink.

From steamed espresso to whipped cream and pumpkin pie spices, the ad focuses on the sensory details that have made the PSL a ritual for over 20 years.

Beyond digital channels, Starbucks is bringing pumpkin spice to commuters.

In New York, the L train now features a four-car wrap known as the “PSL Train.”

Running September 8 through November 4, the takeover joins larger outdoor activations in Seattle and Los Angeles.

On the product side, Starbucks expanded its fall menu with new additions such as the Pecan Oatmilk Cortado while bringing back seasonal favorites like the Pumpkin Cream Cold Brew and Iced Pumpkin Cream Chai.

The company also reintroduced its Pumpkin Cream Cheese Muffin and Raccoon Cake Pop to complement the drinks.

Overall, its seasonal push across cafés, shelves, and online reinforces its product launch strategy of keeping pumpkin spice top of mind during the fall.

The enduring popularity of the PSL has been a cultural phenomenon since its debut in 2003.

More than just a drink, it has become a marker of the season itself, something Starbucks now seems intent on owning.

Our Take: Can Starbucks Own a Season?

I think this campaign proves how Starbucks' fan-favorite has been a symbol of autumn.

And by giving the PSL its own ad, resurrecting a social media persona, and painting entire subway cars in pumpkin orange, the brand is stretching one seasonal product into a cultural event.

That’s a rare example of a company taking something already beloved and finding ways to make it feel fresh again. 

In other news, Coca-Cola celebrated 125 years by honoring the UK's corner shop bosses.