# Seasonal Beverage Spots Martha Stewart and Belmont Cameli Star in Starbucks' PSL Campaign By Debra John | Published 2026-08-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/martha-stewart-and-belmont-cameli References: [instagram](https://www.instagram.com/reels/DcbH1Lhtiy0/) & [about.starbucks](https://about.starbucks.com/press/2026/martha-stewart-belmont-cameli-and-fans-celebrate-the-return-of-starbucks-pumpkin-spice-latte/)  [Martha Stewart](https://www.trendhunter.com/trends/pure-leaf-marthas-little-helper) and Belmont Cameli star in Starbucks’ latest 'Pumpkin Spice Latte' (PSL) campaign, marking the seasonal beverage’s return on August 25, 2026. The campaign brings together the two personalities to explore the cultural conversations surrounding the longstanding fall offering and its continued association with the season. Within the campaign, Stewart addresses the PSL’s mainstream popularity while positioning the beverage as an established part of autumn culture. Meanwhile, Cameli represents a younger perspective, appearing with an [iced variation of the seasonal drink](https://www.trendhunter.com/trends/7eleven-fall-drinks). Together, their appearances demonstrate different approaches to enjoying the recognizable flavor. Additionally, Starbucks is extending the initiative through content featuring PSL customers and their seasonal traditions. By incorporating fan perspectives, the campaign highlights the community surrounding the beverage while acknowledging its broader presence across memes and online commentary; reflecting the Pumpkin Spice Latte’s enduring role within contemporary fall culture. Image Credit: Starbucks ## Trend Insights (Trend Hunter) - Score: 8.9/10 - Popularity: 85% | Activity: 89% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Seasonal Icon Marketing:** Legacy limited-time products gain renewed relevance when campaigns frame them as cultural rituals shared across generations and media channels. - **Fan-led Brand Storytelling:** Customer traditions and social commentary create fresh pathways for brands to turn routine product launches into participatory cultural moments. - **Multi-generational Flavor Positioning:** Pairing established personalities with younger figures broadens seasonal beverage appeal by connecting nostalgia, trend culture, and evolving consumption formats. ### Who This Affects Most - **Beverage:** Seasonal drinks provide a recurring platform for flavor innovation, limited-time merchandising, and community-driven brand engagement. - **Advertising:** Celebrity pairings and fan content offer agencies new ways to build campaigns around recognizable products with sustained cultural visibility. - **Social Media:** Memes, customer rituals, and online conversations expand the commercial life of seasonal launches beyond in-store purchase occasions. ## Related on Trend Hunter - [PSL-Inspired Perfumes](https://www.trendhunter.com/trends/eau-de-psl.md) - [Comfort-Boosting Seasonal Drinks](https://www.trendhunter.com/trends/starbucks-holiday-flavors.md) - [Functional Fall Superfood Blends](https://www.trendhunter.com/trends/blume.md) - [Cider-Chai Drinks](https://www.trendhunter.com/trends/chaider.md) - [Wintery Dessert Coffee Ranges](https://www.trendhunter.com/trends/starbucks-holiday-menu.md) - [Pumpkin Spice Cocktail Flights](https://www.trendhunter.com/trends/pumpkin-spice-cocktail-flight.md) - [Summer-Friendly Pumpkin Cafe Menus](https://www.trendhunter.com/trends/scooters-coffee-pick-your-pumpkin.md) - [PSL Tasting Flights](https://www.trendhunter.com/trends/pumpkin-spice-duo-flight.md) - [Cozy Dessert-Inspired Cafe Drinks](https://www.trendhunter.com/trends/beans-brews-coffeehouse.md)