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Experiential / Event / Influencers

Starbucks: #PSLSPL

For the 2024 PSL launch we hid a Starbucks in the middle of a cornfield outside Bucharest, and what the guests shot there became the season’s content.

Client
Starbucks Romania
Brands
Starbucks, Pumpkin Spice Latte
Year
2024
Markets
Romania
What we did
Idea, Pop-up build, Influencers, Content production, Social

The Pumpkin Spice Latte came back to Starbucks Romania in September 2024, and we wanted its launch party somewhere nobody would think to look. So we booked a cornfield outside Bucharest at the end of the season, cut a square out of the middle and turned a caravan into a Starbucks. We called it #PSLSPL: Pumpkin Spice Latte Secret Popup Location.

The after-movie of the day: the hidden clearing, the creators, Iced Pumpkin Spice Latte and the dance act in the corn.

The middle of the field was the whole trick. From the edge you saw corn, then more corn, and the pop-up sat deep enough that guests didn’t spot it even when they arrived. Inside the square: the orange-and-white caravan, hay bales and pumpkins.

The orange-and-white caravan, turned into a Starbucks Pumpkin Spice bar on hay bales at the edge of the corn.
The orange-and-white caravan, turned into a Starbucks Pumpkin Spice bar on hay bales at the edge of the corn.

The guests were Starbucks customers and creators. On 5 September they had the place for a full day, with professional photo and video crews on hand. Dancers performed in the corn while a drone filmed from above.

From above: the dancers on the stage in the clearing, with the corn wall behind them.
From above: the dancers on the stage in the clearing, with the corn wall behind them.

What they shot became the campaign, posted by Starbucks Romania on Instagram on 12, 15, 17 and 19 September.

One of the creators' Pumpkin Spice Latte reels, shot in the corn and at the caravan, as posted by Starbucks Romania.

The last one was the dance reel, captioned “When PSL makes you turn the dance moves on!”

The dance act on the stage in the middle of the corn, cut as a reel for Starbucks Romania's Instagram.

When we launched EAU de PSL in September 2025, Starbucks’ marketing manager for Romania and Bulgaria was still bringing up the cornfield in the press release.

Credits

  • Client: Starbucks Romania (AmRest Coffee)
  • Agency: Tuio

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