As the leaves start to change colour and eventually retreat from their homes up above, people flock to Starbucks to warm up with a pumpkin spiced latte. Transforming the way we think about the transition from summer to fall, Starbucks has created the image that this latte is the mascot of the fall season.
Bundling up with several layers and venturing outside is no longer the image that comes to mind when I think about the weather getting colder. I now picture shacking up in one of the many very strategically placed Starbucks locations, grabbing a grande pumpkin spice latte, and sitting in one of the cozy lounge chairs.
Selling more than 20 million units since introducing the product 10 years ago, the craving from the latte has grown stronger with each coming season. With demand skyrocketing, Starbucks has had issues with keeping inventory of the sweet syrup used in latte.
Whether consumers are on the bus, or watching television prior to going to work, Starbucks’ marketers have been able to create need by showing consumers the value in the latte. Walking the cold streets or waiting in the commute to work, according to Starbucks, can be much more enjoyable with a nice hot pumpkin spiced latte in hand. Better yet, they have expanded the craze of the pumpkin into their baked foods such as scones, muffins and biscotti.
Now, a fall day is not near complete without a dose of the pumpkin spiced latte, and a little something extra to go along. Don’t worry about the latte ending in December because Starbucks has a different line of lattes to fill the need for the Christmas season.