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Every year since 1997, Starbucks has released a new design on its holiday mugs. Almost all were red – the first signature red mug debuted in 1999 – and the coffee chain became known for its color.
Photo credit: Getty Images.
Starbucks is changing this year and unveiled four new models on Thursday: red and green beanies with stripes, diamond patterns, flames and mistletoe.
Only time will tell how consumers react to new models. After all, some of them certainly had a lot to say in 2015 when Starbucks released a solid red mug. Many felt that it was an attack on Christmas and Christianity in general. Indeed, the brand seems, in part, impatient this year to appease and please its customers who have hesitated in recent years when the company got rid of the symbols of the season.
Why do we pay so much attention to new mugs every year when the most important is probably what it contains? Brands matter and Starbucks has a strong brand. Brands are important to our identity and personal expression. they help us understand who we are and report this identity to other people. The tradition of the holiday mug, which creates both marketing and buzz opportunities, is a way for Starbucks to keep its brand in mind and build customer loyalty. Starbucks has carved out a predictor of season change, especially thanks to its pumpkin spice flavor that it unveils each year at Labor Day. While the consumer penchant for red goblets may come from multiple factors, including the holiday tradition, the striking and memorable contrast to the normally green Starbucks logo could be one of the reasons consumers have expressed their love for this marker. potentially powerful.
Companies know that strong brands retain their customers. Take the Nike swoosh. he resonates with the desire of consumers and their aspiration for elite performance. And Dunkin ', who recently removed the name "Donuts" from his name and now offers espresso-based drinks across the country, sells coffee in the Starbucks style. But its brand more evokes a café atmosphere fuel. Starbucks is more focused on the coffee drinking experience that comes with its own "drink control language", such as a nonfat macchiato venti with an extra hit. Indeed, Starbucks has created a solid and powerful routine for customers, ranging from the way its products are ordered to the baristas who call consumers by name. As Starbucks noted in his advertisement, he cares about the individual identity of the consumer; the brand and its products are a way for consumers to express their individuality.
In addition to expressions of our identity, brands also talk to our preference for the familiar. We are creatures of habit. We like routines and are often opposed to disruptions.
Think of what happened several years ago when Tropicana unveiled a new product package including a glass of orange juice, which replaced its iconic orange with a straw that came out. Customers have retreated before the brand. After redesigning its packaging, sales of its Tropicana Pure Premium line would have dropped 20% in two months, at a cost of several tens of millions of dollars. Even if the only thing that had changed was the logo – not the product itself. Tropicana abandoned the new logo and returned to familiarity.
The holiday season is associated with a series of traditions or landmarks that are now part of the consumer's routine; consumers are waiting and even want to see these markers. The Starbucks holiday mug has become an integral part of the transition to the holiday season for many consumers who, as the company wishes, will adopt the new mug models.
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Every year since 1997, Starbucks has released a new design on its holiday mugs. Almost all were red – the first signature red mug debuted in 1999 – and the coffee chain became known for its color.
Photo credit: Getty Images.
Starbucks is changing this year and unveiled four new models on Thursday: red and green beanies with stripes, diamond patterns, flames and mistletoe.
Only time will tell how consumers react to new models. After all, some of them certainly had a lot to say in 2015 when Starbucks released a solid red mug. Many felt that it was an attack on Christmas and Christianity in general. Indeed, the brand seems, in part, impatient this year to appease and please its customers who have hesitated in recent years when the company got rid of the symbols of the season.
Why do we pay so much attention to new mugs every year when the most important is probably what it contains? Brands matter and Starbucks has a strong brand. Brands are important to our identity and personal expression. they help us understand who we are and report this identity to other people. The tradition of the holiday mug, which creates both marketing and buzz opportunities, is a way for Starbucks to keep its brand in mind and build customer loyalty. Starbucks has carved out a predictor of season change, especially thanks to its pumpkin spice flavor that it unveils each year at Labor Day. While the consumer penchant for red goblets may come from multiple factors, including the holiday tradition, the striking and memorable contrast to the normally green Starbucks logo could be one of the reasons consumers have expressed their love for this marker. potentially powerful.
Companies know that strong brands retain their customers. Take the Nike swoosh. he resonates with the desire of consumers and their aspiration for elite performance. And Dunkin ', who recently removed the name "Donuts" from his name and now offers espresso-based drinks across the country, sells coffee in the Starbucks style. But its brand more evokes a café atmosphere fuel. Starbucks is more focused on the coffee drinking experience that comes with its own "drink control language", such as a nonfat macchiato venti with an extra hit. Indeed, Starbucks has created a strong and powerful routine for customers, ranging from how its products are ordered to baristas who call consumers by name. As Starbucks noted in his advertisement, he cares about the individual identity of the consumer; the brand and its products are a way for consumers to express their individuality.
In addition to expressions of our identity, brands also talk to our preference for the familiar. We are creatures of habit. We like routines and are often opposed to disruptions.
Think of what happened several years ago when Tropicana unveiled a new product package including a glass of orange juice, which replaced its iconic orange with a straw that came out. Customers have retreated before the brand. After redesigning its packaging, sales of its Tropicana Pure Premium line would have dropped 20% in two months, at a cost of several tens of millions of dollars. Even if the only thing that had changed was the logo – not the product itself. Tropicana abandoned the new logo and returned to familiarity.
The holiday season is associated with a series of traditions or landmarks that are now part of the consumer's routine; consumers are waiting and even want to see these markers. The Starbucks holiday mug has become an integral part of the transition to the holiday season for many consumers who, as the company wishes, will adopt the new mug models.
