Starbucks 2018 Holiday Cups

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Starbucks 2018 Holiday Cups

On Friday November 2nd, Starbucks debuted their annual holiday cups along with the seasonal coffee favorites such as Peppermint Mocha, Toasted White Chocolate Mocha, Caramel Brulée Latte, Chestnut Praline Latte, Gingerbread Latte and Eggnog Latte. This years cup were inspired by the company’s “own story” and “heritage,” and were brought back by popular demand. The holiday cups are a great way to get customers in the holiday spirit and market the seasons drinks.

In addition to the launch of the holiday designed cups, Starbucks gave away a free reusable cup to anyone who purchased a holiday drink on Friday. The cup gave customers the opportunity to bring back the reusable cup  to the store between Nov. 3 and Jan. 7 to receive 50 cents off a beverage. This promotion, as seen on social media accounts such as Twitter, brought so many customers in, that the many stores ran out of the reusable cups.

Over the weekend, many customers took to Twitter to express their anger for the lack of cups. With all the negative buzz created by unhappy customers, Starbucks addressed the issue by saying “each store had a limited supply for Friday’s giveaway, and we’re aware that some stores ran out,” a Starbucks spokesperson said via email. “Customers who did not get a reusable red holiday cup may now purchase the cup for $2.50 to receive $.50 off their grande (16 oz) holiday beverage order through Jan. 7.”

The whole plan by behind this launch is very strategic. Not only does launching new cups spark buzz and drives sales for the new holiday drinks but having a limited quantity of free cups drove even more buzz. People now so desperately want the cups that they will even purchase it, another success for Starbucks. Overall Starbucks knows how to enact a successful marketing plan and utilize each platform they are on.

 

 


4 Comments

Grace Fragakis

Grace Fragakis

November 5, 2018at 2:43 pm

It seems like Starbucks is written about here almost every week, and for good reason! They are always on top of their marketing game. The holiday cups are something to look forward to each year for a lot of people and the hype around these reusable ones seems to be bringing even more attention and revenue Starbucks this time!

Lauren Axmann

Lauren Axmann

November 5, 2018at 3:21 pm

What are your thoughts on the holiday cups this year? I kind of think they’re ugly. I like the one with holly on it, but the others are pretty weird I think. And as for the reusable cup, ugh I really wanted one. I went and tried to get one, but the store I went to said they weren’t participating? Rude. I’ll probably end up just buying one. Way to go Starbucks, you win again. I hate that I love them so much.

Kaitlyn Bius

Kaitlyn Bius

November 5, 2018at 3:33 pm

I saw where Starbucks was having this promotion the other day. I don’t think I like their tactic of having consumers rush to the store to receive the promotional cup because it creates dissatisfaction if the store runs out of cups. While it is a good way to get people to spend, it’s not a good way to keep consumers happy and loyal to the brand.

Haley Swafford

Haley Swafford

November 5, 2018at 8:18 pm

For my brand comparison paper, I analyzed Dunkin’ and Starbucks. I agree that Starbucks as a company is very successful and that each move has been strategically planned out for a greater goal in mind. Although I did not know the holiday/reusable cup event happened on Friday, I am very tempted to go buy one asap to hop on the trend. The holiday season and Starbucks go hand in hand- they have something for so many holidays and are becoming very interactive with their customers through drinks, merchandise, and sustainability. I love it and I think it is just another huge step in the right direction for an already successful company!

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