# Customizable Holiday Coffee Cups The New Starbucks Red Holiday Cup Encourages Togetherness By Michael Hemsworth | Published 2017-11-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/red-holiday-cup References: [chewboom](http://www.chewboom.com/2017/11/28/starbucks-unveils-second-2017-holiday-cup-red/) & [starbucks](http://starbucks.com) The [Starbucks](https://www.trendhunter.com/trends/free-reusable-red-cup-giveaway) 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](https://www.trendhunter.com/trends/a-merry-holiday-menu) as a sign of their appreciation for their relationship. The Starbucks Red Holiday Cup comes as a [customizable branding effort](https://www.trendhunter.com/trends/starbucks-valentines-day-merch) 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 Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 58% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Customization of Packaging:** Creating customizable packaging options promotes brand engagement and allows customers to personalize their product experience. - **Emotional Marketing:** Using emotional elements, such as the heart and hands on the cup, creates a stronger bond between customers and the brand. - **Promoting Togetherness:** Focusing on themes of togetherness in branding and packaging appeals to consumers' desire for connection and shared experiences. ### Where This Applies - **Food and Beverage:** The food and beverage industry can explore customized packaging to enhance customer engagement and create more memorable experiences. - **Consumer Goods:** Consumer goods companies can implement emotional marketing strategies to foster stronger connections with their target consumers. - **Retail:** Retailers can leverage themes of togetherness in their branding efforts to tap into consumer's longing for connection and community. ## Related on Trend Hunter - [Reusable Holiday Cup Giveaways](https://www.trendhunter.com/trends/free-reusable-red-cup-giveaway.md) - [Festive Ready-to-Drink Coffees](https://www.trendhunter.com/trends/starbucks-readytodrink.md) - [Complimentary Reusable Cafe Cups](https://www.trendhunter.com/trends/red-cup-day.md) - [Gifting-Ready Cafe Merch Lines](https://www.trendhunter.com/trends/starbucks-holiday-merchandise.md) - [Festive QSR Drinkware](https://www.trendhunter.com/trends/2024-holiday-drinkware.md) - [Festively Fashionable Cafe Kitchenwares](https://www.trendhunter.com/trends/starbucks-holiday-drinkware.md) - [Beloved Holiday QSR Beverages](https://www.trendhunter.com/trends/festive-offerings.md) - [Barista-Inspired Holiday Cup Spots](https://www.trendhunter.com/trends/drawn-together.md) - [Reusable Ugly Holiday Cups](https://www.trendhunter.com/trends/holiday-cups.md)