With the help of MrBeast and a new rainbow drink, Starbucks is making a play to reach Gen Alpha. The coffee chain is partnering with the creator for season two of Beast Games on Prime Video, debuting Jan. 7. Starbucks will have a 24/7 presence inside Beast City, the show’s living quarters, and is launching the Cannon Ball Drink, a colorful flavor mashup topped with fruit, to coincide with a Survivor crossover episode. (Which is bound to become Gen Alpha’s unicorn Frappuccino.) But their involvement in the games doesn’t stop there; competitors will also receive surprises from the chain throughout the season. With YPulse data showing MrBeast is teens and young adults’ favorite content creator, it’s no surprise Starbucks is tapping into that fandom to reach younger consumers. (Marketing Dive)
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