‘Couldn’t be happier:’ Starbucks seasonal #RedCups triggers excitement online
Starbucks sent the country into a gingerbread latte-induced frenzy today by rolling out its iconic red cups.
Every year, as the holidays approach, the coffee giant tweaks the design on its wintry themed cups. The buzz this time around was palpable online. This new design, a sleek two-toned ombré, is meant to spark a feeling that is both “bright and exciting” it said in a statement.
There has been more than 40,000 tweets within the past day using the official hashtag #RedCups, according to Brandwatch, with the sentiment being 92 percent positive. In addition to purchasing a promoted hashtag, Starbucks sprung for a sponsored Twitter Moment titled “Red Cups Return” showing off the cups and a custom emoji for the hashtag.
Many of the tweets were from excited people who had perhaps had too much coffee already:
— Krista (@Kage_99) November 2, 2015
— MeganFesselSchumache (@MeganFessSchu) October 28, 2015
On Instagram, where Starbucks says last year there was a picture of the red cups uploaded every 14 seconds within the first two days of the campaign starting, the hashtags #RedCup and #RedCups tallied more 330,000 posts, mostly picture of people posing with the cups.
The reason why Starbucks Red Cups still ignite the same excitement year-after-year is two reasons. Besides being one of the central colors of Christmas, the color red is eye-catching and communicates excitement and passion. “On color, we have always utilized this ‘Starbucks red,'” explained Starbucks VP of Design to Cool Hunting. “We love being able to energize, so we try to target a specific red to be poppy and bright and happy.”
Secondly, Starbucks pushing the cups as an official symbol of the holiday season, said Ken Madden, SVP of shopping marketing agency Shoptology.
“It represents great times with friends and family. It also represents all your holiday shopping rituals as it has become a standard mall stroll accessory,” he told Digiday. “While the Pumpkin Spice Latte has become a big signal for the coming of fall, the red cup is extra special because the Starbucks brand is so consistent throughout the year.”
Images via Starbucks.
‘The world of either is behind us’: Marketers predict the future of events will be a hybrid of online, in-person
Hybrid events, combining in-person programming with an online experience, are likely to become the norm as the vaccine rollout and general return to life continues.
Member ExclusiveMarketing Briefing: With Cannes Lions once again virtual, the ‘networking and dealmaking is likely the biggest casualty’
The promise of another virtual event when many execs are Zoomed out and feel like it’s impossible to unplug from daily work for a virtual event has some questioning what attendance or networking will be like.
Cheat Sheet: Pinterest’s new rules hold creators accountable for posting brand-safe content
Pinterest's "Creator Code" mandatory content policy guidelines will keep its content creators in check, ensuring Story Pins adhere to the tone and brand-safe messaging Pinterest wants to market.
SponsoredDeep Dive: How AI steered The Ad Council’s campaigns during crisis
The past year transformed the way audiences respond to advertising. The pandemic, quarantine and social unrest radically altered consumers’ sensitivities, and real-time news cycles made every campaign message fraught with potential pitfalls. As NPR reported in 2020, organizations raced to keep up with the public’s changing perceptions of marketing and what resonated — or fell […]
This Gen Z agency ‘eliminates the learning curve’ to connect brands with its generation
CarsonDoyle is an agency built by Gen Zers and is pitching clients on working with them to authentically connect with their generation.
‘Seeing the shift’: As theaters open up, studios are starting to promote theatrical movie marketing again
Some agency execs, who work with major movie studios, are bullish about a return to theaters as well as a resurgence of marketing of the theatrical experience.