Ronn Torossian has some comforting and gentle words of wisdom for you. If you are successful in whatever you do, eventually, people will try to knock you down. Even if what you have is almost universally loved, somebody out there probably hates it. Or they hate you. Or they hate bubble wrap and tacos and long walks on the beach. It really doesn’t matter. If they have hate, they will direct it. Sooner or later that misdirected rage and frustration might be directed towards you. Recently, someone even created an infographic to “reveal the secrets” of be pumpkin flavored. Turns out, the hugely popular pumpkin spiced latte, has a few ingredients some customers are none too happy about. And they are taking their None Too Happy attitude to the web en masse. the pumpkin spiced latte to Pollyanna consumers. Cue the public relations crisis. Except, not really. See, here’s the thing. Starbucks offerings are not healthy. People are downing massive quantities of caffeine and sugar and chocolate stacked on top of layers of caffeine and sugar and chocolate. Mixed with milk. Frappuccinos are not protein shakes, and most people realize that; even the ones who insist on “half caf” or “skim.” These are comfort drinks. Products of a combination of cultural and chemical addiction. They are delicious and social and just the thing their customers need to jump start whatever part of the day they are attacking. And Starbucks KNOWS this. So, don’t expect to see an “all organic, entirely natural” PSL replacing old faithful any time soon. Could Starbucks come up with that option? Of course they could. Will they? It’s possible. But it’s more likely they will continue to sell their massively popular drinks to their dedicated customers in record quantities. After all, remember when everyone complained about whatever they put in Oreo cookies and the manufacturer changed the recipe? Of course not, because that never happened. People criticized Oreo … and they invented Double Stuf. Don’t be surprised when Starbucks does the same.
PR Insights & Public Relations Strategy
By Ronn Torossian2 min read
Starbucks Surprised by Pumpkin Flavored PR Crisis
By Ronn Torossian2 min read
Ronn Torossian has some comforting and gentle words of wisdom for you. If you are successful in whatever you do, eventually, people will try to knock you down. Even if what you have is almost universally loved, somebody out there probably hates it. Or they hate you. Or they hate bubble wrap and tacos and long walks on the beach. It really doesn’t matter. If they have hate, they will direct it. Sooner or later that misdirected rage and frustration might be directed towards you. Recently, someone even created an infographic to “reveal the secrets” of be pumpkin flavored. Turns out, the hugely popular pumpkin spiced latte, has a few ingredients some customers are none too happy about. And they are taking their None Too Happy attitude to the web en masse. the pumpkin spiced latte to Pollyanna consumers. Cue the public relations crisis. Except, not really. See, here’s the thing. Starbucks offerings are not healthy. People are downing massive quantities of caffeine and sugar and chocolate stacked on top of layers of caffeine and sugar and chocolate. Mixed with milk. Frappuccinos are not protein shakes, and most people realize that; even the ones who insist on “half caf” or “skim.” These are comfort drinks. Products of a combination of cultural and chemical addiction. They are delicious and social and just the thing their customers need to jump start whatever part of the day they are attacking. And Starbucks KNOWS this. So, don’t expect to see an “all organic, entirely natural” PSL replacing old faithful any time soon. Could Starbucks come up with that option? Of course they could. Will they? It’s possible. But it’s more likely they will continue to sell their massively popular drinks to their dedicated customers in record quantities. After all, remember when everyone complained about whatever they put in Oreo cookies and the manufacturer changed the recipe? Of course not, because that never happened. People criticized Oreo … and they invented Double Stuf. Don’t be surprised when Starbucks does the same.
Written by
Ronn Torossian
Shaping AI — and the answers inside the chatbox.
Ronn Torossian is the founder and chairman of 5W AI Communications, launched in 2003 — the AI Communications Firm, combining earned media, digital marketing, Generative Engine Optimization (GEO), and AI-visibility research for B2C and B2B clients across beauty, technology, entertainment, corporate reputation, and crisis communications. An Inc. 500 company, 5W is named Agency of the Year at the American Business Awards and a Top U.S. PR Agency by O'Dwyer's.
Other news
See all
Seth Semilof · 05/25/2026
I've Sold Luxury for Two Decades. The First Salesman in the Room Is Now AI.
For two decades, luxury expert Seth Semilof has observed the evolving landscape of high-end sales. Now, he notes a significant shift: artificial intelligence has become the "first salesman in the room," influencing ultra-high-net-worth buyers before they even engage with a broker. In partnership with 5W AI Communications, Haute Living conducted "The AI Concierge Report," a study examining how AI engines recommend branded residences. The findings reveal that a few key brands dominate AI answers, while others, despite their prestige, are largely overlooked. This consolidation of AI recommendations poses a critical challenge and opportunity for developers, brands, and brokers in the luxury market, emphasizing the new importance of AI presence as asset protection and a sales tool.
Editorial Team · 05/25/2026
The Luxury Editorial Ecosystem Map
Discover the luxury editorial ecosystem map, detailing the publications engaging ultra-high-net-worth audiences. This article outlines five distinct tiers of publications and their unique influence on luxury brands and AI visibility strategies.
Never Miss a Headline
Daily PR headlines, weekly long-form analysis, and our proprietary research drops — straight to your inbox.