From Adweek · Rebecca Stewart · · 1m 20s
Starbucks finds its soul again
The coffee giant's transformation plan is working, driven by nostalgia, consistency, and campaigns that invite customers to participate.
In brief
The coffee giant's transformation plan is working, driven by nostalgia, consistency, and campaigns that invite customers to participate. Starbucks is rebuilding its brand by leaning into existing fan love, maintaining consistency across all touchpoints, and creating participatory moments that customers want to be part…
Starbucks transformation is working
Two years into its "Back to Starbucks" plan, the brand posted 7.9% global comparable sales growth last quarter, with marketing playing a key role in the turnaround.
The brand had lost its soul
![[LtR] ADWEEKs chief brand officer and community officer, Jenny Rooney sits down with Starbucks chief brand officer, Tressie Leiberman at Brandweek.](https://static-www.adweek.com/wp-content/uploads/2026/09/tiktok-benefit-creators-plot-2.png?w=1200)
When chief brand officer Tressie Lieberman joined in 2024, she found Starbucks had drifted from what made it special: coffee, craft, and connection.
“We're about coffee, craft, and connection, the things that set us apart.”
Lean into existing fan love
Lieberman taps into customer passion through campaigns like the Unicorn Frappuccino revival, Devil Wears Prada partnership, and L train takeover for Pumpkin Spice Latte season.
“I know the power of tapping into fandoms and the people who really are championing you.”
Rewards program now has 35 million members
The revamped Starbucks Rewards program emphasizes loyalty through a tiered points system, shaped by direct customer feedback.
One global brand across 90 markets
Starbucks operates as a unified brand across 90 countries, with the brand department overseeing marketing, menu innovation, packaging, and digital experiences to ensure consistency everywhere.
“No matter where a customer sees Starbucks, it feels like the Starbucks we want to be.”
Create moments people want to join
Starbucks builds participatory experiences through design collaborations, holiday reveals, and limited-edition merch drops like the viral Bearista cup, creating lasting memories.
“People are camping out, and they're creating memories around these collectibles.”
What it means
Starbucks is rebuilding its brand by leaning into existing fan love, maintaining consistency across all touchpoints, and creating participatory moments that customers want to be part of.
