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Starbucks’ first full quarter under new CEO Brian Niccol showed that while the chain is struggling, with comparable store sales declining and consolidated net revenues flat compared to the prior year, there is a path forward for the beleaguered coffee chain.

“To be clear, these results have room for improvement, but I’m confident the disciplined investments we’re making in labor, marketing, technology and stores this fiscal year will help stabilize the business and position Starbucks for future growth,” Niccol said on the earnings call .

Starbucks executives repeatedly called out how marketing is a part of its “Back to Starbucks” turnaround plan, which is built around reintroducing the brand, delivering better customer experiences in the morning, reestablishing Starbucks as “the community coffeehouse” and making the company a better place to work.

During the quarter, Starbucks shifted further away from discounting and unveiled marketing efforts with a broader appeal that aim to position the brand as a purveyor of premium coffee and a premium experience.

Some of its marketing spend has been put behind the chain’s latest 30-second ad, which began airing on linear TV this past weekend. The commercial is part of what Niccol called a shift into “working dollars for the brands and the brand experience.” The spot, set to The Ting Ting’s song “That’s Not My Name,” focuses on how Starbucks baristas write names and messages on customer cups, “a key point of difference” for the brand, the executive said.

The ad is the first work from Stagwell-owned agency Anomaly, which Starbucks enlisted earlier this month to handle its U.S. creative work. The move came just months after the chain had appointed WPP, which had established a bespoke Team Starbucks unit for the assignment. The initial agency appointment came just before the chain named Tressie Lieberman as its first global chief brand officer.