See how Starbucks is celebrating its 50th anniversary

Starbucks is drawing caffeine loyalists to join its 50th anniversary celebration with a new ad called "Possible is just the beginning.” The spot from Starbucks and Big Spaceship highlights the connections created between baristas, customers and even those working at its coffee farm. While March 31 marked its official anniversary, Starbucks has been celebrating all year with an emphasis on its mission and values. Stores nationwide have displayed 50th anniversary messages on windows and baristas have worn custom anniversary apparel. Also, boards plastered with personal gratitude notes from customers are on full display. In April and July, the brand highlighted its community and opportunity initiatives including its food donation program and college tuition program. Now, a 30-second commercial debuting today is centered on the idea of what’s possible. The ad will run across broadcast, streaming and digital video, social, and audio channels. A 60-second version is expected to run on a Starbucks 50th anniversary site. Brady Brewer, Starbucks chief marketing officer, said that the campaign feels very “purpose driven” versus Starbucks throwing a birthday party for itself. “We have really looked at the last year and it has been full of incredible challenges on so many levels and continues to be, but there’s also this incredible opportunity for us in our 50th year for us to say, ‘This is what we stand for and this is what we’re trying to do in the world,’” Brewer, who has been with the company for 20 years, said in an interview. The campaign will extend to social with a virtual #StarbucksCheersItOn initiative. The coffee chain is asking fans to join the celebration through Friday by creating a TikTok or Instagram video of them cheering and passing a cup, while plugging the hashtag #StarbucksCheersItOn. Starbucks will then create a compilation video. Rewards members can also join by playing the Starland 50th Anniversary Game, a digital game where they can take virtual tours through iconic Starbucks locations, such as the original store in Pike Place market, the Chicago Roastery and a Starbucks coffee farm, Hacienda Alsacia in Costa Rica. In addition to the final anniversary spot, three “People of Possible” videos will run through the end of the month on Starbucks social channels, spotlighting Starbucks partners. The first spot will feature Miranda Hoffer, a store manager in Fort Smith, Arkansas, who launched a food share program with her colleagues. The program is now the official Starbucks food share donation program that donates unsold, ready-to-eat meals to local food banks in partnership with Feeding America. Later, Ayako Wilson will be highlighted. Wilson manages the first-ever solar-powered Starbucks in Burbank, California, which he suggested be added to the roof of the store. And Matthew Gilsbach, a manager who helped open the first sign language store in Washington D.C., will be featured. That location provides employment opportunities for deaf and hard of hearing people. “It’s important to us to highlight the real stories of the real people who are doing the real work every day. A part of our objective is not to just make our customers proud, but to make our partners proud of Starbucks,” said Brewer. While Brewer did not share any marketing plans for the upcoming holiday season, he said the brand plans to continue to highlight the importance of human connection.

See how Starbucks is celebrating its 50th anniversary

Featured Stories