5 emotional branding lessons from Starbucks’ Pumpkin Spice Latte

“Want whipped cream with that?”

What every PSL fan loves to hear from their favourite green-aproned barista every day of October. 

Starbucks have managed to brand a season - all with a single drink, and this is my love lette- I mean, blog post, on the most influential coffee on the market with 5 emotional branding lessons we cna learn from Starbucks' Pumpkin Spice Latte.

In this blog post, we’ll explore:

• How Starbucks’ Pumpkin Spice Latte became a masterclass in emotional and seasonal marketing.
• The psychology behind why consumers - and brands - fall in love with autumn.
• Actionable lessons B2B marketers can use to create seasonal campaigns that build loyalty and drive sales.

Starbucks’ marketing team every October.

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In short...

• Create rituals, not just products. Give your audience something they look forward to and associate with your brand.
• Tap into emotion. Nostalgia, anticipation and comfort can make a campaign more memorable.
• Make your brand an experience. Think beyond the product and consider the sights, sounds, tastes and physical experiences surrounding it.
• Build anticipation. Seasonal or limited-edition campaigns give people a reason to engage now.
• Make it tangible. Promotional merchandise can turn a digital brand experience into something people can see, touch and use.

A pumpkin love story 

“When the first leaf falls, Pumpkin Spiced Lattes fill every cup.”

That’s the old saying, right? 

Since 2003, Starbucks’ Pumpkin Spice Latte (or PSL) has been autumn’s lighthouse - the signal of the season’s leafy, pumpkiny, spicy beginning. 

From that very first cup poured, Starbucks has sold over 600 million cups of the signature autumnal drink, with no signs of it falling out of favour anytime soon. 

And with each syrupy, spicy pour, Starbucks’ seasonal monopoly over autumn reigns strong.

“Pumpkin spice latte has become more than just a beverage; it has become a harbinger of the season.”

Peter Dukes, Peter Dukes, Creator of the PSL, Director at Starbucks 

Read more: 10 branded reusable coffee cups perfect for your PSL this autumn

The PSL Halo Effect

The popularity of the PSL has sparked not just a love of seasonal spice for coffee drinkers everywhere, but has also raised Starbucks as a brand into Coffee God Tier. 

Thanks to something known as the ‘PSL Halo Effect’. 

No, this isn’t when you’ve drunk too many PSLs in one sitting and you’re seeing those pearly gates. 

A ‘Halo Effect’ is when the popularity around one item (for example, in this case, the PSL)  lifts sales across the entire menu, causing more and more items to be bought that wouldn’t have sold otherwise. 

Think about it this way: when you go to order your PSL, isn’t the whole experience made a little better if you also order a cinnamon bun?

Or, how about that maple muffin? 

Oh, go on then, chuck in an extra cookie or two for good measure. 

See? The PSL is working its autumnal pumpkin magic once again! 

And I’m not even in a Starbucks right now… or am I? 

Autumn = Nostalgia 

Ahh, the smell of autumn is in the air. The leaves. The breeze. The sounds of crying children on their way to school. 

Nostalgic, right? 

Because autumn is one of the most visually significant seasons, this highly visible stimulus means that we remember the heightened emotions we’ve previously had during this season more easily. 

So even though you might only be a year or two (or ten) out of school, September will always hold the top spot for those new year, new you feelings (sorry, January) thanks to the start of the academic year. 

And, hopefully, these feelings were in the realms of excitement, anticipation and joy. 

It’s a reminder of childhood - of happier, simpler times (especially if you grew up in the 90s, pre-internet and pre-social media). 

This is known as a ‘temporal landmark’, which is when something ‘changes our perspective on time and signifies a change in our lives.’ 

Just like starting a new school year. This often leads to feelings of motivation and happiness in the new season. 

Autumn signifies a fresh start. After the chaos of summer, autumn brings with it a quieter period of much-missed routine. 

It’s a return to normality and comfort.

“[Fall is] a nice marker for us to reset.” 

Amy-Jane Griffiths, Clinical Psychologist

5 emotional branding lessons from Starbucks’ PSL

Ready to coat your brand in all things pumpkin spice?

Whilst this may not be possible, there’s a bunch your brand can learn from Starbucks’ PSL marketing strategy to give your own marketing a caffeine-infused boost. 

1. It’s all about scarcity 

Scarcity (releasing less stock on purpose to increase the perceived value of the product) is one of the oldest, yet most successful, marketing strategies out there. It plays on exclusivity, FOMO, and being a part of the ‘lucky few’ who are lucky enough to get their hands on your product. 

Because Pumpkin Spice Lattes are only available for a few months every year, you just HAVE to go buy one when you can, otherwise you may miss out. It’s that fear of missing out that creates the urgency to purchase. 

For your brand: whether it's a product or a service that you sell, increase demand for it by making it more exclusive, or for a limited time only. 

Read more: Are Labubus trolling marketers? What B2B brands can learn from the latest TikTok craze

2. Prioritise storytelling 

We’ve always loved stories; it’s a part of what makes us human, and what connects us to each other. 

And for brands, it’s a great technique to be memorable and connect with their audience. 

For Starbucks, the PSL is its autumnal heroine who heralds in the start of the cosy season. 

It’s a symbol of nostalgia and comfort - engulfing the consumer into the narrative that they can only enjoy the season fully if they have a PSL in hand. 

For your brand: try and include more of a narrative arc in your social posts, centred around your brand and its goals. This will build trust, loyalty and a deeper connection with your audience beyond your product or service.

3. Return on Emotion

For any brand, building an emotional connection with its audience is pivotal for its relationship strategy. 

For us, Return on Emotion is what drives everything we do. 

What’s Return on Emotion? 

Return on Emotion is all about turning every activation into an unforgettable, brand-defining moment fueled by powerful, emotional connections. 

With 95% of purchase decisions driven by emotion, merchandise harnesses this insight to build meaningful connections that inspire loyalty and engagement. 

You can read more about Return on Emotion over at Brand Revolution. 

For Starbucks, it’s building on those feelings of safety, nostalgia and belonging around their PSL. 

For your brand: it's deciding on what emotions you want to evoke, and how to create those lasting ties with your audience to lead to a loyal and lasting following. 

4. Create a whole experience 

When you buy a PSL, you don’t just get a drink. You get a taste of autumn. The nostalgic feelings of back-to-school excitement, the naughty joy of saying, “Yes, please,” to an extra dollop of whipped cream.

Because the PSL signals the arrival of autumn more than any other product around, the very season is now a brand experience for Starbucks’ customers. 

By doing this, Starbucks ensures a loyal yearly client base tied to the certainty of the seasons. 

For your brand: is there an iconic event within your brand calendar, industry event schedule that you could throw all your marketing efforts into to unofficially rebrand it as your brand’s event?

5. Embrace sensory marketing 

Food is more than just something to fulfil our hunger. 

It’s a part of our identity. Our community. Our branding. 

From the likes of Rhode and Glossier, Starbucks is a leader in sensory marketing - and how could they not be with their coffee?

From walking into a store that smells of fresh ground coffee to your taste buds’ bombardment of deliciousness with every sip, Starbucks uses its brand assets well, very well. 

By adopting the ‘sensory language’ of the food, brands are creating those same positive feelings around their product as the food they're associating it with. 

For your brand: Don’t shy away from being experimental with your marketing. From tying your product to a taste, food, or even sound, you’ll be creating strong emotional bonds between your audience and brand. 

FAQs

1. What is emotional branding?

Emotional branding builds connections by focusing on how a brand makes people feel.

2. Why is the Pumpkin Spice Latte a good example?

Starbucks has turned the PSL into a seasonal ritual associated with autumn, nostalgia and anticipation.

3. What can B2B brands learn from Starbucks?

Create memorable rituals, build anticipation and connect your products with positive emotions.

4. How can promotional merchandise support emotional branding?

Merchandise gives people a physical way to experience, remember and engage with your brand.

5. Why does seasonal marketing work?

It taps into familiar moments, emotions and traditions while giving audiences something new to look forward to.

Fall in love with your brand this autumn

We may all be loving the autumn spice, but building a successful brand can happen all year round - especially with promotional merch. 

From reusable coffee cups, and branded clothing to keep you warm, to the very best in feel-good products, you’ll find your brand’s perfect promotional merch with us, whatever the season. 

Want more content like this? Sign up for our newsletter, and you’ll receive all the latest trends and insights about marketing, merch and more straight to your inbox. It’s marketing inspiration as you’ve never seen it before. 

And if you struggle this time of year…

SAD (Seasonal Affective Disorder) can strike throughout the darker months, making it harder to keep your spirits high.

Try to get outside as much as possible to get that necessary vitamin D, and keep yourself busy with friends and family as much as possible.

If you’re still struggling, make a call with your GP, or check out Mind’s (the mental health charity) page on SAD, for more help and advice.