Can the Pumpkin Spice Latte be Topped?

How do you know it’s officially fall? Is it when the leaves turn colors? When you start to see pumpkins on front steps? For many, it’s when Starbucks launches Pumpkin Spice Latte season.

It’s the 20th anniversary of the Pumpkin Spice Latte, also known by its acronym, PSL. Back in 2003, when Starbucks team members combined cinnamon, nutmeg, clove, steamed milk, espresso, sugar, whipped cream, and pumpkin pie spice, they had no idea how the drink would take over. Now, in 2023, other coffee chains alongside Starbucks still attempt to top the iconic drink. 

Starbucks’ fall 2023 menu included new seasonal beverages like the Iced Apple Crisp Oatmilk Shaken Espresso and Iced Pumpkin Cream Chai Tea Latte. Neither of them, nor any of the other fall beverages, come close to the popularity of the PSL.

Today, we’re analyzing why the Pumpkin Spice Latte was so revolutionary, the ways Starbucks continues to market the famous drink, and how other coffee chains are attempting to create better products.

The Pumpkin Spice Latte was not Starbucks’ first attempt at a cozy seasonal drink. The Peppermint Mocha came out the season prior, but the PSL surpassed its popularity the following autumn. 

When Starbucks first started brainstorming their fall drink, they surveyed customers on what they were most likely to purchase from several flavor profiles: chocolate, caramel, pumpkin, and more. Chocolate and caramel scored the highest, but pumpkin got the highest rating for “uniqueness.” So Starbucks took on the challenge to make a unique drink while also pleasing the tastes of customers.

To test the product, team members took forkfuls of pumpkin pie followed by a sip of hot espresso, trying to figure out which flavors from the pie best complemented the coffee. It took them three months to determine the official flavor profile. The first week they released the drink, they knew they had a clear winner.

When you have such a popular product, how does your marketing strategy change?

The Pumpkin Spice Latte original ad from 2004 features a photo of the drink next to a slice of pumpkin pie. It reads: Our new fall flavors. A dash of cinnamon. A touch of nutmeg. The pleasure of pumpkin. Come sip our new Pumpkin Spice Latte at your local Starbucks. The ad was simple, yet effective, drawing their audience in for a drink that represents fall. 

Over the course of the next few years, Starbucks considered phasing out the PSL for a new fall-themed drink. But just as they considered it, PSL lovers began sharing their adoration for the drink on Facebook and Twitter. It was user-generated content before user-generated content was an integral part of marketing strategies. People loved the product, and their posts marketed the drink on Starbucks’ behalf. 

Starbucks’ PSL marketing is always surrounding their customers. In the early 2010s, they created commercials like “It’s Pumpkin Spice Latte Time: Who’s Not Excited?” and “Join the PSL Celebration,” channeling humor about the drink being “basic” or PSL lovers being “out of control. 

The coffee chain has consistently met their audience where they already are. In 2014, Starbucks’ Pumpkin Spice Latte had its own Tumblr and Twitter accounts, interacting with customers with a fun personality. The personality of their account was so strong that it even won a Shorty Award for its Tumblr Campaign.

Flash forward to 2023: Starbucks’ social media game is still going strong, with a mix of user-generated content, humor, and aesthetically-pleasing food and drink photos. 

If one season, Starbucks randomly decided to stop marketing the Pumpkin Spice Latte, their sales would probably still be high. So why is their marketing strategy still so PSL-focused during the fall?

Between November and August, some may forget about the Pumpkin Spice Latte. When August rolls around and summer is fading, many people get excited about the fall season. Starbucks uses the fact that 41% of Americans identified fall as their favorite season, encouraging them to look forward to fall sooner. The beginning of fall is when the PSL comes out for the season, rather than getting their pumpkin fix once the season actually starts.

Customers want to know that your business is thinking about them. Starbucks is constantly thinking about its consumers, and the company knows that the Pumpkin Spice Latte is something people want. Treating their audience’s favorite product with adoration allows customers to do the same.

If Starbucks isn’t marketing the PSL, other coffee chains are going to advertise their versions. Starbucks must upkeep their marketing to stay ahead of their competitors.

Sometimes, the second version of a product from a different company is better. Is that the case for Starbucks’ PSL competitors?

Dunkin’s Pumpkin Spice Signature Latte came out in 2020, 17 years after Starbucks’ debut of the Pumpkin Spice Latte. Dunkin’s recipe is slightly different, combining brewed espresso coffee and pumpkin-flavored swirl syrup. The syrup contains a mixture of sweetened, condensed milk, sugar, high fructose corn syrup, and brown sugar. 

The signature latte doesn’t compete with the PSL; in 2022, Starbucks’ traffic rose nearly 26% in the week after launching its fall menu, whereas Dunkin’s rose by only 9.5%. 

This year, Dunkin’ leveled up their fall menu with the Ice Spice Munchkins Drink, partnering with rapper Ice Spice and long-time affiliate Ben Affleck. This drink blends together pieces of the chain’s pumpkin munchkins with its signature frozen coffee, complete with whipped cream and a caramel drizzle. It’s the first time the chain combined a bakery item with a drink. Dunkin’s continues to make efforts to be innovative and work with influential people like Affleck and Ice Spice.

The Pumpkin Spice Latte wouldn’t be what it is today without its loyal fans and Starbucks’ consistent, customer-focused marketing. Let the PSL inspire you to listen to customers while also taking chances.

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