The real PSL
For five years, I helped shape the strategy, story, and digital voice of Starbucks’ most iconic beverage: the Pumpkin Spice Latte. It was an amazing privilege to lead a team who found ways to outdo themselves year after year. The hours spent inventing, brainstorming, and building share-worthy ways to announce the arrival of fall’s favorite beverage were probably the most fun I’ve ever had at work.
CREDITS
Creative Direction // Wade Campbell
Strategy // Ashton Doyle
Photography // Austin Tott / Secelia Kirby / Swift
Copy // Josie Daniels / Randy Walker / Les Hilliard / Swift Collective
Agency // Swift Collective
RESULTS
Reversed sentiment around #PSL (which was trending to a conversation about #basicwhitegirl) to a more positive, brand-appropriate conversation
Grew channels from zero to sizes rivaling legitimate brands almost overnight
For three years, brought the internet to a fever-pitch in anticipation of the release of the Pumpkin Spice latte
Successfully engaged consumers to play active roles in the release of fall’s favorite beverage
To this day, @TheRealPSL remains the world’s only Twitter-verified celebrity latte