The Red Cup
by corayiu
I’m no regular Starbucks consumer. In fact, I avoid purchasing from them at all costs. However, when the iconic red holiday cup rolls around, I can’t help but to guiltily purchase a drink. What’s so great about these red cups? Aside from the limited-time drink flavours such as peppermint, eggnog, caramel brulee and gingerbread, the content in the cup is still coffee.
The reason is probably because the cup itself is symbolic – it signifies the beginning of the holiday season.
The red cups have taken on almost a cultural role, at least in the US, and now in a lot of other markets around the world as well. When the cups turns red at Starbucks, that’s one of the first cues that the holidays are upon us.
Terry Davenport, Senior Vice-President, Global Brand and Creative Studios at Starbucks
I believe the success of the red cup is the result of STP done correctly. The red cup and holiday specialty drinks target not only regular Starbucks coffee lovers, but also to those irregular consumers (like yours truly) who enjoy all things representative of the holidays. Christmas colours, decorations, and flavours that are present in Starbucks’ holiday line evoke a warm and fuzzy festive feeling. Since it’s difficult to differentiate in the business of coffee, companies rely on specialty drinks to reel in greater profits. Starbucks had a 10% increase from the sales of specialty drinks last season.
Another reason I think the red cup is so significant is partially due to social media. Whenever the red cup returns, one can immediately find pictures of people holding red cups all over the internet. With the help of photo-uploading platforms such as Facebook, Twitter, and Instagram, people are almost immediately notified upon the arrival of red cups. This increases brand awareness as this “free advertisement” circulates around social media.
Therefore, I cut myself some slack for caving into Starbucks because not many companies can ignite the holiday spirit in me as well as Starbucks can.
Source:
http://www.thedieline.com/blog/2013/10/29/when-starbucks-goes-red-introducing-starbucks-holiday-2013.html
http://www.marketplace.org/topics/business/starbucks-red-cups-runneth-over-holiday-cheer-and-wide-profit-margins