Starbucks is betting big on celebrity power to revive sales. The coffee giant has partnered with Taylor Swift, Khloé Kardashian and YouTube star MrBeast as part of a new marketing strategy led by global chief brand officer Tressie Lieberman. This marks a dramatic shift from the word-of-mouth approach that Howard Schultz used to build the global empire.

Lieberman, who previously worked with CEO Brian Niccol at Chipotle, Taco Bell and Pizza Hut, is credited with the star-powered partnerships and YouTube trendspotting efforts. The Seattle-based company is targeting younger consumers through TikTok and other social platforms as it works to rebuild sales and attract a new generation of customers.

For years, Starbucks relied on its thousands of locations and customer loyalty to drive business without heavy celebrity endorsements. Now, with competition intensifying in the coffee market, the company is embracing a more aggressive brand strategy that puts influencers and pop culture front and center.