Samarth I Starbucks’ Chief Brand Officer, Tressie Lieberman, shares a new Super Bowl marketing approach that prioritizes customer engagement over traditional advertising.
Starbucks is taking a bold step with its 2023 Super Bowl marketing strategy, shifting away from traditional high-cost ads in favor of a more engagement-driven approach. Led by Tressie Lieberman, the company’s Chief Brand Officer, the new strategy reflects broader trends in how brands engage with their audiences — emphasizing personal connection and authenticity over spectacle.
Instead of investing heavily in a single, high-budget Super Bowl commercial, Starbucks is looking to harness its existing digital and social channels. Lieberman is keen to leverage the brand’s direct relationships with its customers, focusing on building deeper, more meaningful interactions. The strategy aligns with the growing trend of prioritizing customer engagement over flashy ads, with Lieberman suggesting that Starbucks aims to create moments of joy and connection with consumers in a way that feels natural and aligned with its brand values.
For Starbucks, this approach signals a shift towards long-term brand building rather than the short-term spike of visibility that comes with a Super Bowl ad. Lieberman’s emphasis is on creating lasting relationships with customers, using platforms like social media, mobile apps, and personalized messaging to foster authentic connections. The brand is also focusing on amplifying these efforts with influencer collaborations, creating an integrated campaign that feels more like a community experience than a typical commercial push.
By moving away from the high-cost, one-time advertising blitz that has traditionally defined Super Bowl campaigns, Starbucks is showing how brands can stay relevant and connected with their audience in more meaningful ways. It’s a strategy that reflects the changing landscape of marketing — one where engagement and authenticity often win over sheer visibility.
