20 YEARS OF PSL
CAMPAIGN PHOTOGRAPHER: SCOTT PITTs
SOCIAL PHOTOGRAPHER: JULIA STOTZ
It’s Fall 2003. Starbucks has just launched the Pumpkin Spice Latte—once a humble seasonal offering, now a full blown phenomenon.
Starbucks asked us to celebrate the PSL’s 20th birthday, so we invited super fans & first timers alike to “Pumpkin like it’s 2003,” an early-aughts social takeover with pumpkin personality quizzes, time caPSLs full of Y2K and a new ringtone for your motorola razr from it-girl Ashtanti.
CD: Kristina Caizley
ACDs: Evan Gott, Aidan McDermott
Creative: Kyle Heiner, Kyle Heiner
Starbucks
SPCSHP
Results:
852 million paid media impressions
6 highest sales weeks ever in the history of Starbucks
11% increase
in net revenue, up to a record
$9.4 billion
SHORTY NOMINEE
<— here’s me dressed as a PSL circa 2014 (cosmic)
