Around Super Bowl 59 it ran a campaign from agency Anomaly, called “Hello Again,” which Lieberman described as “a return to [the brand’s] roots with a celebration of coffee and connection.” On the Monday after the Big Game, it offered fans a free iced coffee.

In January, the business reported a smaller than expected sales fall in Q1 of 2025, showing some early signs that Niccol’s efforts are bearing fruit.