The New Starbucks Red Holiday Cup Encourages Togetherness
Michael Hemsworth — November 29, 2017 — Lifestyle
The Starbucks Red Holiday Cup has been unveiled by the brand as the second new packaging announcement of the year that features a distinct focus on togetherness. Featuring an all-red design that is accented by a white heart, the cup is finished with two hands forming around the shape to convey a humanistic tone. This allows customers to write in the name of a loved one and give them the hot drink as a sign of their appreciation for their relationship.
The Starbucks Red Holiday Cup comes as a customizable branding effort that increases the company's reach by encouraging customers to put their own spin on its product. This creates a sense of closeness to the brand by including it in a more personal moment between friends, family or lovers.
The Starbucks Red Holiday Cup comes as a customizable branding effort that increases the company's reach by encouraging customers to put their own spin on its product. This creates a sense of closeness to the brand by including it in a more personal moment between friends, family or lovers.
Trend Themes
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Customization of Packaging — Creating customizable packaging options promotes brand engagement and allows customers to personalize their product experience.
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Emotional Marketing — Using emotional elements, such as the heart and hands on the cup, creates a stronger bond between customers and the brand.
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Promoting Togetherness — Focusing on themes of togetherness in branding and packaging appeals to consumers' desire for connection and shared experiences.
Industry Implications
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Food and Beverage — The food and beverage industry can explore customized packaging to enhance customer engagement and create more memorable experiences.
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Consumer Goods — Consumer goods companies can implement emotional marketing strategies to foster stronger connections with their target consumers.
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Retail — Retailers can leverage themes of togetherness in their branding efforts to tap into consumer's longing for connection and community.
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