The Christmas red cup design used in the Starbucks’ coffeehouse chain has been introduced for the Starbucks Chilled Classics Caffé Latte retail brand.
Charlotta Oldham, senior marketing manager, Starbucks EMEA, commented: “Dressed in its limited edition, red winter coat, Starbucks Caffé Latte brings the magic and excitement of Christmas to the grocery aisle once again. Starbuck’
“Inspired by our coffee house classic, it’s the perfect drink when you need to take a pause from shopping, wrapping presents or even cooking for family and friends.
“Supporting this activity is bespoke shopper and digital campaign, including social activity to drive the excitement that ‘Red Cup’ brings at this time of year. POS is also available to retailers using the tagline ‘MAGIC in every cup’.”
Arla Foods manufactures, distributes and markets Starbucks premium milk-based ready-to-drink coffee beverages for the European market and Michael Lomas, commercial marketing manager, Arla, added: “Stocking seasonal products is a great way for retailers to capitalise on the festive season and with the ‘Red Cup’ available now for retailers to buy and stock up their chillers with, there’s no time to waste.
“We’ve seen a positive impact on the overall chilled coffee market from the launch of the ‘Red Cup’, last year the category achieved an encouraging 5.3% value sales increase during the campaign. In addition, the knock-on effect post campaign saw a 14.3% sales increase on the Chilled Classics Caffé Latte variant, which demonstrates that it’s also driving new customers into the category.”
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