- Starbucks and PepsiCo have dropped a campaign for Starbucks Iced Energy, a new ready-to-drink (RTD) hydrating sparkling energy drink, a product of the two companies’ joint venture.
- Created with BBDO, the effort is inspired by the RTD Starbucks Emmy-nominated 2004 Glen ad, which featured a band playing a custom version of “Eye of the Tiger.” The commercial ends as a new coworker named “Roy” opens a can of the new drink and is followed around the office by the band.
- The spot launched on Peacock and on Bravo’s Summer House and Southern Charm for the next four weeks. For the new campaign, the QSR brand also created a series of Roy inspired GIFs on GIPHY.
Starbucks has been actively refreshing its brand platform with initiatives focused on customer experience, digital enhancement and global expansion.
This new spot is part of this mission, and comes as the new line of canned beverages is available at grocery and convenience stores. This new campaign promotes the drinks as both hydrating and energizing options for consumers looking for an afternoon pick me up.
“Like Roy, we’ve all had those moments when the afternoon needs an energy boost to help us get through the rest of the day,” said Brian Smith, senior director, marketing at Starbucks. “Ready-to-drink Starbucks Iced Energy meets the needs of consumers who are looking for energy that hydrates, tastes great and feels good. Roy is a reminder that nailing the afternoon requires the right kind of energy – and the music sets the tone. Sometimes, we all need a little ‘Eye of the Tiger.’”
The new campaign comes after the company has seen shifts in its marketing team. In October, Tressie Lieberman joined the company as global chief brand officer.
