To coincide with ADWEEK’s latest cover story on Starbucks’ CEO Brian Niccol—plus additional features on the coffee chain’s merchandise lines, exclusive interviews with its chief brand officer, and a clear-eyed look at the burgeoning caffeine competitive set—we’ve gathered our recent Starbucks coverage in one handy place.
Cast your mind back to Niccol’s appointment in 2024, the latest CMO-CEO success story (or dig deeper into the archives to Niccol’s tenure at Taco Bell in 2015). Fast-forward to this year, and refresh yourself on how Starbucks approached the Super Bowl without buying an in-game spot. And, apologies, but any sweet cravings will be exacerbated by our story on the coffee chain’s revival of the iconic Unicorn Frappuccino this August.
Get a refill and enjoy.
From the latest issue:
Brian Niccol Reveals the Next Era of Starbucks
Rebecca Stewart interviews the CEO about his turnaround strategy and the tests that lie ahead.
Inside Starbucks’ Marketing Machine with Global Chief Brand Officer Tressie Lieberman
Rebecca also speaks with chief brand officer Tressie Lieberman about how the cafe chain works with agencies, a PSL for every season, and more.
Beyond Coffee: The Starbucks Merchandise Collabs Building New Brand Love
Brittaney Kiefer writes how Starbucks is just as well-known for its viral collections that sell out quickly as it is for its coffee.
Caffeine Gold Rush: The Competition for Coffee Fans Has Never Been Hotter
Starbucks has spent 30 years building a market. Robert Klara reports on how its competitors have learned the lessons—and brought new tricks.
Additional ADWEEK coverage:
3 Ways Starbucks Is Reclaiming Its Brand Magic
Lieberman outlines at Brandweek how it rebuilt Starbucks through fandom, consistency, and participation.
Starbucks’ Unicorn Frappuccino Revival Fueled a Record Saturday. Now Comes PSL Season.
Lieberman outlines how it mined the archives to create a global cultural moment.
Starbucks’ Super Bowl Pregame Ad is an Olympic and Italian-Inspired Love Letter to the Coffee Run
As it did in 2025, the coffee giant made its presence felt before and after the match with a beautiful film that’s equal parts Italian cinema and Olympic spectacle.
Starbucks Chief Brian Niccol Might Just Be the Best CEO in America
Columnist Mark Ritson writes that Niccol made the coffee chain relevant again by applying lessons from Taco Bell and Chipotle.
Starbucks’ New Boss Brian Niccol Is the Latest CMO-to-CEO Success Story
In 2024, Starbucks joined the growing list of brands putting former marketers in the top seat, hiring former marketer Brian Niccol as chief executive and chairman.
Taco Bell Tries to Reinvent the Fast Food Website With Mobile-Centric Ta.co
“Innovation has always been a part of Taco Bell’s core, and ta.co is our latest promise to make the brand accessible whenever, wherever, and however consumers want it,” said Taco Bell CEO Brian Niccol in 2015.
