Sunday, April 23, 2017

Starbuck's Unicorn Frappuccino

Starbucks latest beverage created significant media buzz. For any other organization, it would have been an ordinary event, however, of incredibly high engagement of Starbucks customers, it turned into a nationwide phenomenon. Starbucks did a few things

  • They picked unusually bright colors, pink and blue, not typically associated with the brand.
  • They picked a unique name, Unicorn Frappuccino, which is easy to remember
  • To create a sense of urgency, they time limited the availability of the beverage

The genius in releasing a media friendly product is that the marketing was done by the customers. Customers posted their selfies with the beverage and made YouTube video. The social media sensation and long lines of customers got main stream media’s attention. The drink was a hit, not because of taste but because of the clever marketing by Starbucks.


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