Ten years ago, if you wanted a Starbucks Pink Drink you had to be really in the know. It was one of the brand’s most beloved “Secret Menu” items, and it got so popular that in 2017 Starbucks promoted it to their regular range. Fast forward to 2026 and the Pink Drink is a fixture of the Starbucks menu with a passionate and highly individual fanbase. This summer, Starbucks launched a range of Pink Drink. And the creamy strawberry treat is the focus of our spotlight ad, made with agency Haiku.
The ad doesn’t lead with the Pink Drink’s ingredients or its health benefits. Instead, it’s taking a wider view, celebrating the Pink Drink’s role as a cultural platform, part of the lives and lifestyles of the people who love it. “Pink Energy” does exactly what the title promises, fizzing with the energy and creativity of Pink Drink customers.
In this ad, which features mostly young women, Starbucks is unapologetically girl-coded, celebrating friendship, fun, and the anticipation of summer. The creative adopts the fast-cut, collage-driven language of short-form social video, helping it feel contemporary and platform-native. Although this editing style is typically considered a left-brain cue, the ad offsets it with positive emotion, social connection, and a strong sense of place and occasion. By centering young women’s voices and shared experiences, Starbucks creates an uplifting, aspirational atmosphere that resonates beyond the product itself. It’s a modern summer ad that successfully balances digital fluency with emotional appeal, making it a natural fit for the Pink Drink brand.
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The ad beats the Coffee Shop category average across all our major metrics on Test Your Ad. “Pink Energy” lands a good 3.8-Star Rating (predicting long-term business impact) and an Exceptional short-term Spike Rating. It also gets an exceptional score for emotional intensity and beats the norm on rapid recognition, measured by System1 as Fast Fluency, which is an excellent sign for its likely effectiveness on social platforms.
Despite its female focus the demographic indicators show the ad performing really well with both genders, and it’s particularly appealing to the younger end of the market. Our Test Your Ad diagnostics also show “Pink Energy” hitting its intended vibe, with “Summer” and “energetic” coming in the top associations with highly positive response.
“Pink Energy” continues a theme in recent Starbucks campaigns showing the product and the coffee houses themselves through the lens of how the customers use them and how they become part of their lives. It’s a culture-first mode of advertising that resonates well with younger consumers, and it’s particularly rewarding for Starbucks, the brand that invented the idea of the “third place” as a lifestyle space. With ads like “Pink Energy”, Starbucks’ heritage, values and customers come together to make joyful, authentic work.
Vanessa Chin is the SVP of Marketing at System1, The Creative Effectiveness Platform that predicts and improves the commercial impact of ads and ideas. Vanessa leads US marketing efforts to enhance visibility and expand business opportunities. Previously, she was Marketing Director at ALDI, supporting its transformation into the fastest-growing US grocery chain. Vanessa has also worked at Leo Burnett, MARC USA, and BBDO, with expertise in advertising, brand development, and global marketing operations.
