Starbucks Energises the Afternoon in Latest Spot Featuring ‘Roy’ and Rock Legends

Today, Starbucks and PepsiCo through their joint venture the North American Coffee Partnership (NACP) unveiled an ad campaign for Starbucks Iced Energy, a new ready-to-drink (RTD) hydrating sparkling energy drink, available now at grocery and convenient stores in the US.

The ad, created with BBDO, takes inspiration from the RTD Starbucks Emmy-nominated Glen ad which debuted in 2004 and cannonballed the brand into pop culture by featuring a band playing a custom version of 'Eye of the Tiger' while following a go-getter named 'Glen' on his morning commute, motivating his day while he sips on RTD Starbucks DoubleShot. The commercial ends as a new co-worker named 'Roy' opens a can and sips, changing the band’s trajectory. 

The RTD Starbucks Iced Energy ad tells an afternoon tale of 'Roy,' highlighting the new line of canned beverages as a hydrating energy solution for everyone, including those seeking options to help energise the afternoon.

In the spot, we pick up on Roy - the hardworking hero who, like Glen, has his sights set on a promotion - returning from lunch and opening a can of RTD Starbucks Iced Energy. As he sips, not only does he start to feel energised but he even starts to hear his own afternoon anthem with the help of The Legends of Classic Rock – a supergroup of former members of iconic 70-80's rock bands in music history. Like the original commercial, the band performs a personalised Roy rendition of 'Eye of the Tiger' following Roy around the office as he continues to crush his afternoon.

“Like Roy, we’ve all had those moments when the afternoon needs an energy boost to help us get through the rest of the day,” said Brian Smith, senior director, marketing at Starbucks. “Ready-to-drink Starbucks Iced Energy meets the needs of consumers who are looking for energy that hydrates, tastes great and feels good. Roy is a reminder that nailing the afternoon requires the right kind of energy – and the music sets the tone. Sometimes, we all need a little ‘Eye of the Tiger.’”

The :60 spot will begin to air today, April 9, on Peacock and fans can catch the new ad when watching Bravo’s Summer House and Southern Charm for the next four weeks.

Fans of the iconic Starbucks Glen ad have a chance to catch up with the Doubleshot-loving character they once rooted for. The original Glen makes a surprise cameo appearance, and plot twist, this time he’s got a fancy new title...

Starbucks is offering fans a way to engage online and energise their afternoons via a selection of Roy inspired GIFs on GIPHY.

Available now at grocery and convenience stores in three hydrating flavours – Tropical Peach, Watermelon Twist and Blueberry Lemonade – this sparkling energy drink is crafted with 160mg of plant-based caffeine for a refreshing energy boost that helps support mental clarity. Each can contains only 5 calories and zero grams of sugar. You can read more about the new innovation here.