Pumpkin Spice, PR Strategy and the Power of Cultural Timing
Updated: 4 days ago
Pumpkin spice is no longer just a seasonal flavor. It is a full-blown communications strategy.
In PRWeek’s roundup of 2026 pumpkin spice campaigns, brands including Dunkin’, Starbucks, Old Spice, Krispy Kreme and Panera used humor, nostalgia, celebrity partnerships and social media to make fall products feel culturally relevant. Dunkin’ even introduced comedian Rachel Dratch as the “forgotten sixth member” of the Spice Girls during the MTV VMAs.
The KSMS Perspective
The key ingredient is not pumpkin spice itself. It is audience timing.
These campaigns work because they enter a conversation consumers already recognize. They also give media outlets, influencers and audiences something easy to discuss and share.
That is where public relations becomes strategic.
A brand should not chase every trend. Instead, it should identify the moments that naturally connect to its audience, personality and goals.
At KS Media Strategies, we view cultural relevance as a tool, not a shortcut. The right campaign meets people where their attention already is—and gives them a reason to stay.
Comments