During a scorcher of a summer, Starbucks is strangely yet tactically urging customers to start thinking about autumn. 

In a clever new social media campaign, it invites guests to join a Facebook group called the Leaf Rakers Society; a hub for celebrating the fall season and ‘year-round scarf-wearers’. 

Starbucks has previously been criticised for launching its fall products too soon, but its the busiest time of the year for the brand across the globe. With the drop date of that latte always causing a sales spike, it makes perfect sense for it to drum up even more excitement ahead of the launch.