The Pumpkin Spice Wars: Which Brand is Winning the TikTok Battle?

Every year, as summer fades, a cultural phenomenon awakens: the return of pumpkin spice. It’s more than just a flavor—it’s a marketing season, a social media event, and a battleground for brands vying for the attention of millions.

This year, we pointed Syncly Social at TikTok to see who is truly winning the pumpkin spice conversation. By analyzing over 1,800 viral videos and tracking brand mentions, we’ve uncovered the distinct strategies that are allowing brands like Starbucks, Chobani, and Dunkin' to dominate the hype.

Here's a breakdown of who’s winning and how they’re doing it.

Top 10 most mentioned brands:

Top 10 most mentioned products:

The Titans of Hype: How Fans Turn Starbucks & Dunkin's Launches into Cultural Events

In the battle for seasonal dominance, Starbucks and Dunkin' benefit from a phenomenon unique to mega-brands: their product launches are no longer just marketing campaigns; they are user-generated cultural events. Because these brands are so large and their seasonal products so iconic, a dedicated ecosystem of fans and creators voluntarily builds the hype machine for them.

Starbucks is the undisputed king of this dynamic. The brand accounted for 348 mentions in our analysis, a staggering 53% of the entire Top 10 conversation. This isn't because of a massive ad spend, but because the annual return of the Pumpkin Spice Latte is treated like a holiday by the community itself. An entire subculture of creators on TikTok exists solely to track and announce the PSL's return date (August 26th this year). Videos from creators like @snachwithzach and @misteroctpberyt are filled with genuine excitement, not as a paid promotion, but as a public service to a massive, eager audience.

Creator	@snachwithzach	@misteroctoberyt
Views	505.7K	111.8K
Likes	50.7K	4,881
Comments	638	112
Share	12.7K	6,137

Dunkin' benefits from a similar, user-driven phenomenon. Their seasonal menu drops are so significant to their fanbase that "food news" creators like @snackolator (762.8K followers) treat them as breaking news, providing details, dates, and reviews to a follower base that is hungry for the information. Following the launch, a wave of users voluntarily posts review videos of Dunkin's new products. These often feature creators sharing their honest thoughts while sipping a drink from the drive-thru, presenting the pumpkin spice purchase not just as a product review, but as a personal ritual to welcome the fall season.

Creator	@snackolator	@minjulifts
Views	415.3K	123.8K
Likes	40.5K	20.2K
Comments	575	92
Share	13.6K	1,604

Content Insight: For major brands with dedicated followings, your most passionate fans are already your best marketers. And this isn't just a strategy for giants; smaller brands can replicate it by building a solid fan base and offering them early access to new products. The most effective strategy isn't always to create a new campaign from scratch, but to recognize and amplify the organic hype that your community is already building.

The DIY Champions: How #CoffeeTok Fuels At-Home Rituals

While the titans battle for in-store dominance, a powerful counter-narrative is thriving in the world of DIY coffee. Several brands have successfully embedded themselves into the massive #coffeetok and #homecafe ecosystem.

Chobani is the main event in these videos. Its creamers are frequently featured in aesthetic, ASMR-style recipe videos where creators like @jillian.pickard (with a single video hitting 845.5K views) craft beautiful drinks, often with minimal talking, letting the stunning visuals and sounds take center stage.

Creator	@jillian.pickard	@morganpetersonn
Views	845.5K	44.4K
Likes	136.9K	3,428
Comments	695	56
Share	19.6K	84

Content Insight: The #coffeetok trend thrives on aesthetic appeal and sensory elements. Brands that understand this can create their own viral content by showcasing their product in a visually stunning, ASMR-friendly format.

Meanwhile, International Delight and Torani win by becoming essential parts of the home barista's toolkit. International Delight’s Pumpkin Pie Spice Cold Foam Creamer is a viral sensation, appearing in countless videos as the "finishing touch" that elevates a homemade latte. Similarly, Torani’s syrups and sauces are the go-to foundation for dedicated creators like @jjam0811, who use their products across dozens of videos.

Creator	@sophiaamarren	@jjam0811
Views	18.4K	20.7K
Likes	1,855	1,188
Comments	27	63
Share	48	85

Content Insight: Creators in this space value a reliable toolkit. Rather than trying a new product in every video, they often stick with a trusted brand. By providing products to these creators before the season starts, brands can secure sustained, authentic exposure throughout the entire trend cycle.

Appendix

Top 10 Creators by views

Top 10 Locations