Starbucks reignites its brand identity with marketing efforts that culminate around the Super Bowl, ensuring that its message reaches millions without the hefty price tag of a prime in-game commercial. This is part of the company’s larger turnaround plan, which has seen increased marketing investments spearheaded by CEO Brian Niccol.
The latest advertisement, “Hello Again,” is a 60-second spot aired during the Super Bowl pre-game show on Fox. Soundtracked by AC/DC’s iconic “Thunderstruck,” the ad highlights the routines of Starbucks baristas—an ode to the human touch that makes the coffee chain stand out. In a direct nod to Starbucks’ past, the ad also brings back the familiar practice of writing customers’ names and notes on cups, a feature that had faded into the background as the brand incorporated more automation into its operations.
Starbucks also offered free coffee to reward members on Mondays following the big game, with a 15-second ad running during the post-game show to drive the promotion. It’s a clever way to tap into the post-Super Bowl buzz, offering a “free coffee” incentive to fuel customer loyalty and brand nostalgia.
The move signals Starbucks’ effort to shift back towards being a community coffeehouse, distancing itself from the purely transactional image that came with its heavy reliance on automation. Recent changes like the return of condiment bars and expanded free refills are part of this strategy, aiming to reconnect with customers in a more personal way.
Starbucks’ partnership with Anomaly (do you remember What is Zing advert? ) —a creative agency that took over the campaign after the surprise departure from WPP—has resulted in a refreshingly down-to-earth campaign emphasizing its operations’ human side. With real baristas front and center, the campaign aligns with the ongoing theme of Starbucks as a community-focused brand, a welcome change after years of technological innovations that occasionally alienated its patrons.
This marketing strategy, while clever in its approach, does raise the question of whether it can truly resonate with customers who are increasingly looking for more personalized experiences from brands. However, for now, it seems that Starbucks is hoping its nostalgic appeal and focus on its human touch will be enough to reignite customer interest.
