How does Starbucks promote the Pumpkin Spice Latte?
Social media marketing a pumpkin spice latte is mentioned at every turn, urging you to try the drink yourself. Starbucks’ vast social media marketing continues when they create social media accounts from the personified psl itself, something that had never been done before in the quick-serve coffee industry. Starbucks creates countdowns to the psl’s release date each season, feeding their target audience’s desire to be in the know. Millennials also seek social endorsement, which the pumpkin spice latte has in abundance, as evidenced by its 18,000 instagram followers and over 100,000 twitter followers.Thanks, Starbucks. You can thank Starbucks for pumpkin spice in our lives. Pumpkin spice wasn’t much of a thing in the early 2000s, Peter Dukes, then the leader of the Starbucks Espresso product team that brought the PSL to life, told CNN in 2023.The PSL is a significant contributor to Starbucks’ earnings. According to Nielsen, sales of pumpkin spice-related products exceeded $800 million in the 12 months ending July 2023. Starbucks alone sells 20 million Pumpkin Spice Lattes each year, with roughly 10% of its overall sales coming from seasonal staples.PSL was introduced as a test on October 10, 2003 in about 100 stores in Vancouver, B. C. Washington, D. C. U. S. Canada the following autumn. PSL got its nickname from the original three-letter beverage code for Pumpkin Spice Latte written by baristas on cups.PSL is as popular and polarizing as ever. Combing through more than 209,000 social posts from August 22 to September 23, 2024 via the Brandwatch platform, the Montclair team discovered an 895% increase in social media conversations surrounding pumpkin spice from a similar period in 2023.
What is a fun fact about Pumpkin Spice Lattes?
PSL was introduced as a test on October 10, 2003 in about 100 stores in Vancouver, B. C. Washington, D. C. U. S. Canada the following autumn. PSL got its nickname from the original three-letter beverage code for Pumpkin Spice Latte written by baristas on cups. Americans spend more than $500 million on pumpkin spice products each year, according to data from Nielsen. Nothing is more American than a pumpkin pie at Thanksgiving dinner with friends and family, Northwestern marketing professor Jacqueline Babb said.The PSL is a significant contributor to Starbucks’ earnings. According to Nielsen, sales of pumpkin spice-related products exceeded $800 million in the 12 months ending July 2023.A: Sales of pumpkin spice-related products in the 12 months ending in July 2023 topped $800 million, according to NielsenIQ, a company that tracks these figures. Their report also included an estimate of the number of pumpkin spice products on the market at over 3,000, which was down about 5% over prior years.Starbucks’ marketing mastery with the Pumpkin Spice Latte (PSL) showcases a brilliant blend of social media, scarcity and sensory strategies. By leveraging the power of online buzz, the allure of limited availability and the sensory delights of fall, Starbucks has created a seasonal favorite and a cultural phenomenon.
Who is the target audience for Pumpkin Spice Lattes?
Millennial preferences appear to be a significant driving factor towards pumpkin spice enthusiasm (Hoffower, 2021). The introduction of the pumpkin spice latte would correspond to the time period where millennials were emerging as a consumer group. Why do we love pumpkin spice? Science journalist Alice Gray said the smell rather than the taste of pumpkin spice products is key. The spices used in the pumpkin spice latte have strong associations with holiday seasons, and likely some comforting memories, she said.Pumpkin spice flavor is made up of two main chemicals: terpene hydrocarbons and phenolic compounds. Terpene hydrocarbons, like limonene and pinene, give pumpkin its unique smell. Phenolic compounds, including vanillin and eugenol, add the warm, spicy taste of pumpkin spice.Explanation. The marketing factors that contribute to the exclusivity and ‘VIP appeal’ of the pumpkin spice latte are a) Unique flavor and limited availability. These factors ascribe a sense of scarcity and uniqueness to the product, enhancing its desirability among consumers.Sensory research plays a crucial role in understanding consumer preferences, evoking positive emotions, and ultimately driving sales growth. The success of Starbucks’ Pumpkin Spice Latte is a prime example of how sensory research can be used to create a product that resonates with consumers on a deep, emotional level.
Why is Starbucks Pumpkin Spice Latte so popular?
Overall, the combination of sensory appeal, cultural significance, and social experiences contributes to the love for pumpkin spice lattes. Pumpkin Spice Latte (@therealpsl) • Instagram photos and videos.How Did Pumpkin Spice Become So Popular? The first Pumpkin Spice Latte was created in the Liquid Lab at Starbucks’ Seattle headquarters in 2003. The team behind the coffee drink wanted to create a fall beverage that could be as successful as its signature holiday drinks.At its core, pumpkin spice is more than a flavor; it’s a seasonal ritual. As leaves start to fall and temperatures drop, Americans are drawn to cozy, comforting foods and drinks. Pumpkin spice is all about nostalgia and warmth, reminding people of family, friends, and gatherings.The spices used in the pumpkin spice latte have strong associations with holiday seasons, and likely some comforting memories, she said. So when you smell those spices, it will immediately activate emotive memories of joy, warmth and happiness.Often, just one whiff of your favourite pumpkin spice can get your mouth watering. It’s the effect of the tiny food particles you sniff. They hit smell receptors in your nose and relay a message to your brain that something tasty is coming.
What can you learn from the pumpkin spice marketing phenomenon?
Build a strong brand personality The pumpkin spice marketing phenomenon says that out-of-the-box thinking can be successful if you stay true to your brand. Positive feedback and interaction can be a great stepping stone to letting your creativity wild. Starbucks is credited with starting the trend for all things pumpkin spice. According to the coffee chain’s website, the idea was born in a lab on the seventh floor of its HQ in Seattle. Researchers brainstormed ideas for seasonal flavoured coffees and pumpkin scored high on uniqueness.What Is Pumpkin Spice? Pumpkin spice, originally known as pumpkin pie spice, is typically made with a blend of ground cinnamon, ginger, nutmeg, cloves, and occasionally allspice. It doesn’t actually have any pumpkin flavor in it — however, it is used to flavor a pumpkin pie, which is likely how it got its name.