Autumn marks the return of pumpkin spice lattes at Starbucks and this year, the coffee chain offers something new to its patrons -- a fan club called the 'Orange Sleeve Society.' This club was created by Starbucks to embrace the popularity of its iconic pumpkin spiced latte.
The club is essentially an online community that encourages consumers to post humorous images of their seasonal latte beverages. The social media campaign is taking over the Internet with the intention to fill each social platform with pumpkin lattes posing next to jack-o-lanterns or wearing scarves or sunglasses.
The Orange Sleeve Society is an incredibly clever marketing tactic that will allow Starbucks to leverage more consumers. Whether people love or hate the idea of a pumpkin-flavored coffee drink, this publicity stunt is gaining major traction with the millennial age group.