This collaboration brings the perfect combination of nostalgia, seasonal flavor, and collegiate excitement making it an unforgettable launch for both students and PSL fans.
This Fall, Starbucks is celebrating the return of its most iconic seasonal beverage the Pumpkin Spice Latte (PSL) with a partnership perfectly timed for the back-to-school season and the opening weekend of college football. Ohio State University football legend Cardale Jones joins Starbucks to bring excitement, fan engagement, and social buzz both on campus and online. By blending the cozy vibes of fall with the energy of students returning to campus after summer break, this campaign captures the essence of autumn in every sip.
The partnership will center around the Texas vs. Ohio State University game, where Cardale Jones will headline activations designed to engage fans and celebrate the PSL’s seasonal return. Highlights include:
- Free Pumpkin Spice Lattes for fans attending game-day activations.
- Exclusive PSL-themed merchandise drops inspired by Starbucks’ seasonal icon.
- On-campus experiences combining college football energy with the cozy fall spirit.
This collaboration brings the perfect combination of autumn nostalgia, seasonal flavor, and collegiate excitement making it an unforgettable launch for both students and PSL fans.
Why This Campaign Works
This campaign is a perfect match for timing, audience, and seasonality: The second the leaves start turn it’s time swap out your iced coffee for a pumpkin spice late! It’s the coffee change over of the year so launching the Pumpkin Spice Latte at the start of fall just makes sense, taps into one of the most anticipated seasonal trends of the year, as fans associate fall with cozy drinks, crisp weather, and festive vibes, making it the perfect moment to ignite excitement, and welcome it’s return as the season changes. But there’s more to it by aligning the campaign with students returning to campus after summer break, Starbucks captures the natural buzz of college life, when students are reconnecting with friends, attending football games, and seeking seasonal treats, positioning the PSL as the ideal companion for these experiences. Partnering with Ohio State football legend Cardale Jones adds both star power and authenticity, bridging the excitement of college football with the seasonal beverage launch. Combined with on-campus activations, free product offerings, exclusive merchandise, and amplified content across Instagram, TikTok, and YouTube Shorts, the campaign drives both in-person and digital engagement, generating social buzz and brand visibility. Beyond being a beverage, the PSL is a cultural phenomenon, and by blending football, fall, and fan interaction, Starbucks has created a must-experience seasonal event that resonates with students and the broader PSL-loving community alike.
Social Media Activation
The campaign will be amplified across multiple social media channels. Content featuring Cardale Jones will be shared via his personal Instagram @cardale7_, and reposted by Starbucks’ official platforms as well as the dedicated campaign channel @therealpsl.
- @cardale7_ (Instagram)
- @Starbucks (Instagram)
- @Starbucks (TikTok)
- @Starbucks (YouTube Shorts)