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Brand Advocacy Incognito

Starbucks revealed their NEW holiday cups this past week and everyone is talking about it. For the first time in what people can remember, the holiday cup is NOT red but instead white with pops of holiday flair. According to Starbucks they did this intentionally so consumers can use their creativity and draw in their interpretation of what the holiday Sbucksseason means to them. “This year’s cup is intentionally designed to encourage our customers to add their own color and illustrations,” said Leanne Fremar, executive creative director for Starbucks. “We love the idea of everyone making this year’s cup their own.”(1)

Pure genius or huge flop? It depends on who you talk to. While some people love this idea and fully support it, others are disappointed again like back in 2015 when Starbucks released just a red cup with no holiday trademarks. Whether you’re on the pro or con side, Starbucks is still at the top of consumers minds. Their iconic holiday cup is the talk of the town, and everyone has something to say. Starbucks is creating brand advocates without consumers even realizing, and that is effective marketing.

 

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(1)“Starbucks Holiday Cup Comes with a Message to ‘Give Good’.” Starbucks Holiday Cup Comes with a Message to ‘Give Good,’ Heidi Peiper, 1 Nov. 2017, news.starbucks.com/news/starbucks-holiday-cup-2017.