Starbucks Social - "The Real PSL"
Giving the Pumpkin Spice Latte an inner life. And an Instagram.
Role: Senior Copywriter
The Pumpkin Spice Latte is, by any measure, a cultural phenomenon.
But what does he get up to when he's not filling people's mouths with autumnal goodness?
We decided to find out, developing a social campaign that gave the PSL a full personality, a rich inner life, and the kind of offseason content his fans didn't know they needed.
Agency: Swift + Possible
CD: Kimi Petersen
ECD: Cat Hyland
Here’s a lovely case study of the campaign if you’d like to see how it all worked.