Coffee chain Starbucks was losing revenue as a result of weak brand consideration even before the Covid pandemic further eroded sales from commuters. This case study describes how Starbucks adopted new approaches to media to improve sentiment and word of mouth among younger, less frequent coffee buyers. Rather than using a single creative idea, activities were designed as “bottom up, product-led’ with audio visual channels, social and outdoor consistently used as the main channels. Evidence that communications worked includes a 35% rise in the brand’s consideration among Gen Z customers and an estimated doubling of revenue ROI from marketing between 2019 and 2022.