The brand will offer Rewards members a post-game free coffee for the second year running.<\/b>
\nIt doesn\u2019t matter whether you\u2019re a Seahawks or Patriots fan; if you\u2019re a Starbucks Rewards member on the Monday after the Super Bowl, then congratulations, you\u2019ve won a free drink.
For the second year, Starbucks is offering its loyalty program members free tall iced or brewed coffee with the purchase of any beverage.
Tressie Lieberman, Starbucks\u2019 chief brand officer (CBO), told ADWEEK the offer was part of the brand\u2019s \u201c360-degree\u201d Super Bowl strategy, which will see it air a cinematic, Olympics-themed ad dedicated to the ritual of the coffee run before and after the Big Game.
\u201cWe\u2019re giving people free coffee when they need it most, the day after the Super Bowl,\u201d she said. She added that the brand would debut a new coffee blend dubbed 1971 Roast at the same time, alongside a limited run of paper cups in its signature green color.
All this is designed to celebrate the coffee chain\u2019s \u201cheritage in coffee and craft,\u201d said Lieberman.
Starbucks also offered Rewards members a free drink in 2025, and is fast cementing itself as a post-game ritual.
Its Super Bowl 60-adjacent marketing blitz follows last year\u2019s \u201cHello Again,\u201d a campaign that aired around the broadcast to reintroduce the business as a \u201cthird space\u201d where people can connect and gather.
Recent campaigns have included \u201cTogether at Starbucks\u201d from Anomaly, and a sell-out holiday merch run that included a viral limited-edition teddy bear tumbler, for which people camped outside stores.
That formed part of the brand\u2019s ongoing \u201cBack to Starbucks\u201d turnaround strategy, led by CEO Brian Niccol, designed to \u201cenhance the in-store experience.\u201d This included the return of the condiment bar, baristas writing on cups, and a revised code of conduct.
Despite employee strikes and consumer boycotts, the turnaround plan is starting to pay off for Starbucks, which returned to U.S. same-store sales growth in the latest quarter after two years of declines. In Q1, $7.3 billion of its net revenues came from North America, up 3% year-on-year.<\/p>\n