Starbucks says ‘Hi again’ by advertising around Super Bowl

Dive cards:

• Starbucks continues to roll out its latest fire campaign with a new 60 -second place made in partnership with anomaly, per. Details shared with the marketing dive.
• “Hello Again” Seeking to reintroduce the brand’s history and identity to consumers and promise that “The Starbucks you love are ready.” The place is broadcast under the Super Bowl-Pre-Game show at FOX.
• In addition, Starbucks will provide free coffee to reward members on Monday after the Super Bowl and promote the bet with a 15-second advertisement that is broadcast during the Super Bowl Post-Game Show.

Dive Insight:

Starbucks leaders, including CEO Brian Niccol, have confirmed that marketing investments are a major part of the chain’s reversal plan. These endeavors continue with two ads and a promotion around the Super Bowl that lets the brand take advantage of consumers’ attention to the big game without $ 7- $ 8 million the price tag at a 30-second place in the game.

https://www.youtube.com/watch?v=lpbsmjr5lr4

Soundtracked by AC/DC’s Hard Rock hymn “Thunderstruck”, “Hello Again” focuses on Barista routines about making and serving the chain’s coffee drinks. The ad also nods to the practice of writing customer names and notes on Cups, which was the focus of the musical “Not My Name” ad, which started the new fire campaign on January 26.

Along with writing on cups – a long -standing fire practice that fell to the road as the chain added more automation to its workflow – Recently brought Starbucks back facilities such as spices and expanded its free filling policy to all customers as part of its efforts to restore himself as a society’s coffee house.

“Hi again is a statement about a return to our roots with a celebration of coffee and connection,” said Tressie Lieberman, Starbucks Global Chief Brand Officer, in a statement. “The creative radiates the excitement and intention that goes to create the best experience for our customers – from our Baristas’ personal commitment to the drinks they create. The music brings the energy and felt appropriate to reintroduce Starbucks to the world. “


To build on the creative Starbucks will run a “Starbucks Monday” campaign the day after Super Bowl when more than 22 million US employees plan to miss work, Per UKG -Data cited by the brand. Starbucks rewards members of the United States can receive a free high hot or ice coffee Monday, which potentially run more consumers to its loyalty app. ONE 15-second AD After the big game will promote the effort and share recordings with “Hello again.”

Both spots have actual Starbucks Baristas and were created in partnership with Anomaly, Stagwell Shop, which the chain last month chose to handle its creative. The surprising appointment came only months after the chain had appointed WPP, which had established a tailor -made Team Starbucks device for the task.

Starbucks saw us comparable store sales fell 4% years over years in the 1st quarter of 2025, results Niccol said had “space for improvement.” To this end, the chain that redistributes budgets is from discounting to marketing.