Starbucks Knows How Much You Long for Fall | Eater

"The coffee chain is running a playful fall-focused social campaign that invites customers to join a Facebook group called the Leaf Rakers Society — a hub for people who want to “help Autumn arrive earlier,” year-round scarf-wearers, and pumpkin-watchers. The effort follows criticism that Pumpkin Spice Lattes often arrive well before Labor Day, but the company leans on those early launches because fall is its busiest season and the PSL drop reliably produces a sales spike. By tapping into the widespread anticipation for autumn—the cooler weather, a sense of new beginnings, and the comfort of hot, sweet, caffeinated drinks—the campaign feels fresh while remaining closely tied to the brand’s core appeal after a period of experimental marketing." - Greg Morabito