BY Elizabeth Carlson (’17)
On March 16, Starbucks released its new spring cup design! As soon as I saw an Instagram post about the new cups, I had to go and get coffee from Starbucks.
Starbucks as a brand had already taken a risk by changing the design of their cups for different seasons. Red cups during Christmas time was a big thing for Starbucks. They have had red cups during the holiday season since 1997 according the a news article from Starbucks News. But in 2016, they took 13 designs from customers all over the world and had them printed on the red holiday cups. Starbucks gathered these designs through an Instagram contest.
This spring, they are encouraging customers to draw on the cups themselves. The color cups are pastel green, blue and yellow, with each color representing the different sizes that are offered. A white circle in the middle is also placed on the cup to get your creative juices flowing. Some of the cups have a drawing already on it and others are blank. They have the saying “Color me Spring” on the side of each cup as well to encourage customers to have some fun! As someone who loves to doddle anywhere on any type of surface, I finished my grande caramel macchiato, grabbed a black sharpie and started drawing a flower.
Starbucks believes this type of branding sets them apart from their competitors. In a market with many other coffee offerings, they need to think creatively on how to accomplish that separation. It is a great strategy, and I think if they continue this, in years to come they will be known as the coffee barista with the colorful cups for different occasions!
Even though I was on spring break when this happened, that doesn’t mean I was on break from looking and finding good advertising! The advertising and PR world does not take breaks; that’s why it is important to keep up on the latest trends no matter what else is going on around you.
Feature Image: https://news.starbucks.com/news/starbucks-spring-cups-2017
Elizabeth is a senior graphic design major and an advertising minor. When she is not in the classroom, she is Assistant Design Editor for The Wood Word, or she is playing for the women’s soccer team at Marywood.