Starbucks Christmas Red Cup returns in 2021! Analysis of Starbucks Red Cup Marketing Strategy and 2015 Starbucks Red Cup dispute

With the end of Halloween, November officially begins. Every November, Starbucks Cup fans should begin to poke and look forward to the arrival of the Starbucks Christmas Day Cup.

Starbucks may have felt the urgency this year, starting the countdown to Red Cup Day in 2021 three days ago. This is the scheduled arrival of every year, a code for Starbucks to invite everyone to turn red in seconds during the Christmas season, and a signal for the first cup of concubine hazelnut lattes in autumn and winter.

Finally, at 09:17 this morning, Father Xing began to fire a blockbuster:

Starbucks Red Cup Day, 11.02 is here today!

Starbucks Red Cup Day, 11.02 is here today!

Starbucks Red Cup Day, 11.02 is here today!

Of course, in addition to the resident guest "toffee hazelnut latte", two new partners have been added to the 2021 Christmas Cup Alliance: lava Black Qiao Mocha (including oatmeal milk) and Red Velvet Cedar Latte (without coffee). In addition to the Red Cup, Starbucks also launched a new series of holiday cups.

In foreign countries, November every year heralds the arrival of the holiday, and the holiday means that the catering industry will usher in the peak of passenger flow. In order to improve its competitiveness, Starbucks launched a limited edition Christmas Holiday Cup in 1997. But the first set of seasonal cups is different from today's red Christmas cups, it is four different moisturizing tonal cups, the decorator takes back the holly book and drinks the holiday whirlpool. The ruby-colored wine red cup was launched again in 1998, and the popular red cup was launched in 1999.

1998 Starbucks Christmas "Red" Cup

I have to say, Starbucks' Christmas Red Cup is a very successful brand marketing strategy. The red cup has become a symbol of the holiday, although competitors in the market have begun to follow suit and launch their own brand of Christmas red cup. However, because Starbucks is the founder of the holiday coffee cup and the brand is growing too fast, consumers have generated a certain degree of customer loyalty to the Starbucks red cup, so the Starbucks Christmas red cup has naturally become a symbol of Christmas.

Although Starbucks' Christmas red cup is popular with consumers, the design of the red cup is very different from year to year. Consumers also have different opinions on these designs. In 2015, the controversy reached a boiling point and was even reported by the media: "how the Starbucks Christmas Cup has become a battlefield for the heart and soul of the United States."

It said that Starbucks did not have any seasonal symbols in its Christmas series launched in 2015, but only designed in color. Two-tone gradient, the top is the "poppy red" gradually changed into a darker "cranberry red". Jeffrey Fields, vice president of design content at Starbucks, said in a cup statement that year: "this year we hope to welcome the holiday with pure design and welcome all our stories." Obviously, this minimalist cup has been opposed by the traditionalists. They believe that Starbucks is consciously removing the factors associated with Christ and eliminating the existence of Christmas.

Fields issued a cross-border statement explaining that simple cups are designed to create a culture of belonging, inclusiveness and diversity, which are the core values of Starbucks. Of course, the battle did not affect Starbucks' sales during the Christmas season, and Starbucks was once again the winner.

The power of social media is huge, and the number of # Starbucks topics has soared as people weigh both sides of the debate. When dealing with disputes, Starbucks' magic weapon is to adhere to brand value and maintain a positive attitude to safeguard brand interests.

Seeing here, do you have a better understanding of Starbucks' Christmas Red Cup? Would you like to go to Starbucks and buy a toffee hazelnut latte to enjoy Christmas in advance?

Source: Weibo, Starbucks website

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