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.