Allison Goodwin,

August 12 2025

How Starbucks Perfectly Rode the Taylor Swift TS12 Hype Train

For years, the internet has been buzzing with speculation about Taylor Swift’s next studio album, commonly referred to as TS12 by Swifities. Fans dissected every lyric, outfit and Easter egg, convinced something was coming — but no one knew exactly when. So, when Taylor Swift announced her upcoming album TS12 – The Life of a Showgirl, the internet lit up with excitement. But before the official reveal dropped, Starbucks managed to sneak in one of the smartest, most on-brand marketing plays we’ve seen this year.

At midnight, just 12 minutes before Taylor’s announcement, Starbucks posted on Threads using the exact same glittery background as the countdown clock on Swift’s website. The post read, “it feels like a perfect night, for coffee at midnight ❤️‍🔥” — a playful nod to some of Taylor’s lyrics and a clear wink to fans who were already buzzing online. The caption? “New era incoming 🧡❤️‍🔥.” For Swifties glued to their screens, the message hit instantly, receiving nearly 21,000 likes and over 200 comments and reposts in just 14 minutes.

This move worked for a few key reasons:

It was so on-brand: Starbucks has built a brand around cozy rituals, late-night caffeine runs and being part of people’s personal moments. Tying that identity to the lyric “drink coffee at midnight” felt effortless, not forced.

It tapped into a massive cultural moment: The Swiftie fandom is one of the most engaged communities online. By mirroring the countdown design and using the corresponding album heart emojis, Starbucks instantly inserted itself into the conversation, becoming part of one of pop culture’s most anticipated announcements.

It was perfectly timed: Posting 12 minutes before the official announcement (of TS12) built intrigue without spoiling the surprise, further riding the wave of speculation and anticipation and online conversation.

This is a masterclass in reactive marketing: know your brand voice, watch cultural trends like a hawk and be ready to execute fast. Starbucks didn’t just sell coffee here, they sold relevance, at exactly the right second.