MANILA, PHILIPPINES — “Hello again, thirsty?” Rustan Coffee Corporation (Starbucks Coffee Philippines) partners with independent creative digital house, Propel Manila, to announce the return of Pumpkin Spice Latte (PSL) to the Philippines this October 2019.
Last year, PSL sold out in a matter of days after its release. So, charged with launching PSL’s big comeback, Propel Manila sets off an online campaign that’s positively dripping with pumpkin-spice-goodness. If you weren’t excited about PSL before, you’ll definitely be now.
The entire campaign works like a bold, amusing allegory of the power of seduction. To set the mood, a number of flirty posts were first released online, teasing viewers about PSL’s comeback to the Philippines. Then, the heat was turned up all the way for its launch phase. Social media was hit with a series of posts that bore provocative headlines like: “Baby, I’m Back”, “Heyyyyyy”, “Come get me” and “Taste Me” to name a choice few. Showing mouthwatering visuals that look good enough to eat, with smooth sensual audio to match, the campaign materials effectively captured and heightened the market’s collective craving for Pumpkin Spice Latte.
“PSL has been in the global market, particularly in the US, for years. We launched it in the PH market around 10 years ago then only brought it back last 2018 given the strong demand for newer flavors. It ran out of it in less than a week, we saw our customers really enjoyed it. So this year when we decided to offer it again, we knew we had to find a way to entice new customers to try,” says Jo-Ann Ramos, Marketing Manager of Starbucks Coffee Philippines. “And with the help of our partner, Propel Manila, we found a great way to do just that. We enticed customers by leveraging on the idea of playful seduction. So far, people are curious and are definitely excited to try.”
“We’re very excited about our newest partnership with Starbucks Philippines and to launch the comeback of the much-awaited Pumpkin Spice Latte in the country. We are equally proud of our partners’ resolve in making sure the brand remains to lead the conversation when it comes to coffee that brings people and neighborhoods together,” says Propel Manila’s Chief Executive, JC Valenzuela.
