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Retail · September 2026

The Basic PSL

PR Campaign
Monday 24th August, 2026

Starbucks marked the return of its Pumpkin Spice Latte with social films starring Martha Stewart and Belmont Cameli. The playful hook was to embrace the drink’s reputation for being “basic”, while a separate TV ad celebrated fans’ creative user-generated content around the seasonal favourite.

Why it worked: It flipped a cultural insult into a proud badge using a credibility-loaded counter-spokesperson (Martha Stewart) and proof via UGC momentum.

The lesson: Consider reclaiming a widespread dig about your category with an unexpected authority figure, then validate it by curating fan-made receipts.

Starbucks
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
starbucks.com Pumpkin Spice Latte fans, this one's for you: Starbucks unveils PSL society merchandise Monday 24th August, 2026
designrush.com Starbucks Stacks PSL Return With Martha Stewart On Unicorn Weekend Tuesday 25th August, 2026
marketingdive.com Is Starbucks’ Pumpkin Spice Latte ‘basic’? Martha Stewart answers in new ads | Marketing Dive Thursday 27th August, 2026
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