# Starbucks finds its soul again

> The coffee giant's transformation plan is working, driven by nostalgia, consistency, and campaigns that invite customers to participate.
- Title: Starbucks finds its soul again · Adweek | Shortify
- Summary: The coffee giant's transformation plan is working, driven by nostalgia, consistency, and campaigns that invite customers to participate. Starbucks is…
- Keywords: starbucks, brand marketing, tressie lieberman, back to starbucks, comparable sales growth, customer loyalty, starbucks rewards, unicorn frappuccino, pumpkin spice latte, brand transformation, fan engagement, participatory campaigns
- Source: Adweek — https://adweek.com/brand-marketing/3-ways-starbucks-is-reclaiming-its-brand-magic
- Author: Rebecca Stewart
- Published: 2026-09-18T14:16:17+00:00
- Read time: 1 min
- Topics: starbucks, brand marketing, tressie lieberman, back to starbucks, comparable sales growth, customer loyalty, starbucks rewards, unicorn frappuccino, pumpkin spice latte, brand transformation, fan engagement, participatory campaigns
## 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
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.
## Key takeaway

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.