Revitalizing Starbucks' Red Cup Campaign: A Case Study
Applicable Industries
- Food & Beverage
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Starbucks, a multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. As the world's largest coffeehouse chain, Starbucks is seen as the main representation of the United States' second wave of coffee culture. Known for its iconic Red Cup during the festive season, Starbucks has a significant presence in the market during this period. However, with increasing competition from other brands releasing their own festive drinks and cups, Starbucks needed to reassert its position as the original creator of festive coffee and the Red Cup.
The Challenge
Starbucks, the creator of the festive coffee and the original Red Cup, was facing increased competition during the holiday season. Other brands had begun to release their own versions of 'Christmas Cups' with a range of festive drinks, making the holiday period more competitive than ever. Starbucks needed to remind consumers of its originality and drive consideration and footfall. Additionally, the brand had to navigate the controversy around marking the start of the festive season too early, a move that some consumers love while others disapprove of. The challenge was to lean into this tension and celebrate the launch of Starbucks’ Red Cup in a way that would excite Super Fans and raise a refreshing smile amongst Aspirational Millennials.
The Solution
In a shift from previous Red Cup campaigns that focused on the product, Starbucks decided to put people and their reactions at the heart of their launch film. The brand aimed to celebrate the launch of the Red Cup and the festive drinks that launch alongside it in a tongue-in-cheek, self-aware, and humorous way. This approach was designed to engage Super Fans and Aspirational Millennials, two key demographics for the brand. The launch film and cut-downs were rolled out on Video on Demand (VOD), YouTube, and social media across various markets in Europe, the Middle East, and Africa (EMEA) throughout November. This strategy represented a broader shift for the brand to focus on human connections, aligning with the brand's overall marketing strategy.
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