Starbucks’ New Year’s glasses, which meet consumers every year with different designs, have managed to go beyond just a glass.

So much so that Starbucks new year’s glasses After it was first introduced in 1997, it has continued this tradition every year since with special designs that reflect the New Year’s spirit.

Starbucks’ goal in using these cups is to use them as a way to build an emotional connection with consumers.

This way the glasses are not only functional, but also symbolic too Starbucks wants to make consumers feel special.

Although it offers them a kind of nostalgia with its tradition that has existed for 27 years, it also distinguishes the design every year. A story waiting to be discovered They create.

For example, in 2016 they placed glasses on customers. They can make their own drawings By designing it in the form of a canvas, Starbucks wants to give consumers the feeling that they are not just buying coffee, but also an experience.

The real power of Starbucks’ New Year’s cups lies in the fact that they target the subconscious of the consumer.

The first point Starbucks focuses on is the consumer’s sense of belonging.

Because Starbucks actually produces special cups for New Year’s Eve. create community objectives.

This happens because consumers see the glasses in question on social media or in their social circles. to share and thus make themselves one as part of the group wants to achieve through their feelings.

Starbucks is also new with these glasses. to make you feel even more the spirit of the year It aims to position the coffee drinking experience in the consumer’s subconscious as one that emphasizes the joy and spirit of the New Year.

That’s what consumers feel, especially during the Christmas season. nostalgia, happiness and desire to share We can also say that it increases the symbolic value of the glasses.

Starbucks’ iconic New Year’s cups have inspired the industry!

Due to the success of the special New Year’s Eve cups, it is known that companies active not only in the coffee industry, but also in many fields, have rearranged their marketing strategies.

So much so that companies no longer use their products as simple objects of consumption, but like Starbucks does. storytelling tool with a value proposition started presenting it as.

In this regard, many companies with special designs or products for the New Year period They carry out special marketing activities for this period.

Seasonal designs and campaigns aimed at creating emotional connections have now become applicable in many sectors.

In fact, Starbucks’ red cups were so successful that many companies used them to kick off their New Year’s campaigns. Starbucks is switching to New Year’s themed cups There are even people who say they are waiting!

In summary, Starbucks New Year’s cups are not only used as a tool that allows us to drink our coffee, but also as a tool that reminds us of the New Year’s atmosphere. a symbolic value that plays on our subconscious has managed to transform.

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