20 years of PSL
Overview
In Fall 2003, Starbucks redefined the season with the launch of the Pumpkin Spice Latte (“PSL”). What started as a humble seasonal drink quickly became a cultural phenomenon, capturing the spirit of the early 2000s and earning its place as the official drink of fall.
Twenty years later, Starbucks approached us with an incredible challenge: celebrate PSL’s 20th anniversary in a way that honors its legacy while sparking fresh excitement. So we dove deep into its origins and cultural significance to craft a campaign that’s equal parts nostalgia and celebration. The result? We invited the world to “Pumpkin like it’s 2003,” reigniting the PSL magic for its biggest milestone yet.
Role
Creative direction
Agency
SPCSHP
Client
Starbucks
Photographer
Scott Pitts
Experiential Agency
Thinkingbox
Year
2003 2023
Social takeover
We started by teleporting Starbucks’ socials back to the internet of the early aughts, unlocking core memories of those first sips and helping our followers find their pumpkin spice personas. It made superfans go “OMG.”
We even replaced the brand’s logo with a pixelated dial-up version of their classic logo from the aughts. All this nostalgia caught the attention of fans and even other brands, fueling the celebration and further cementing PSL's icon status.
A nostalgic tribute on launch day
It wouldn’t '03 without a quintessential "it" girl. With Ashanti's assistance, we debuted a PSL love song ready for TRL. We also collaborated with creators across platforms to capture the essence of the past two decades' pop culture.
As a tribute to Y2K fashion, we curated "Time CaPSLs" packed with '03 artifacts for our devoted fans. Starbucks also partnered with KidSuper to create a limited-edition Team PSL Varsity Jacket channeling bold Y2K-inspired design to celebrate PSL fans.
To top it off, we offered in-store birthday treats for everyone, making PSL’s milestone celebration unforgettable.
Results:852 million
8% increase
6 highest sales weeks
11% increase
in net revenue, up to a record
ever in the history of Starbucks
$9.4 billion
in North America store sales
paid media impressions
This project was a true labor of love, blending nostalgia, humor, and cultural insight to honor PSL’s incredible legacy while connecting with a new generation of fans. By leaning into the spirit of collaboration and bold ideas, we delivered a campaign that exceeded expectations and redefined what a product re-launch could be.
Starbucks was thrilled with the outcome, praising the campaign’s ability to both honor PSL’s roots and spark fresh excitement, ensuring its place as a cultural icon for years to come.
