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After cultivating a massive following for its most beloved seasonal drink, Starbucks has recently declared that its Pumpkin Spice Latte — commonly referred to as PSL — will make its return to menus on Aug. 26.
As much as customers appreciate the flavor of this beverage, PSLs are equally renowned as a cultural sensation. The coffee serves as an exemplary case of optimal marketing, resonating with autumnal sentiments while enhancing its appeal as a limited-time exclusive offering.
Last year, foot traffic at U.S. Starbucks locations surged by 24 percent on Aug. 22 — the day PSLs came back — per placer.ai. Launched in 2003, the beverage contributed to Starbucks’ revenue of $4.1 billion that year. By 2024, the coffee giant reported $36.2 billion in revenue.
Florida State University’s Colleen Harmeling holds the position of Dr. Persis E. Rockwood Associate Professor of Marketing in the College of Business. Her research specializes in transformative consumer studies and marketing strategies, particularly focusing on the intricate social systems influencing aspects like health care decision-making, customer experience design, and the customer journey in business-to-business, services, and retail sectors.
Harmeling’s research has been featured in a diverse array of journals and presented at many conferences. She has co-edited a volume regarding relationship building and customer engagement.
She asserts that Starbucks’ impactful marketing strategy is notable for various reasons, particularly emphasizing the profound emotional bond the coffee brand has established with its clientele as a key to its success.
“The pumpkin spice campaign exemplifies storytelling through sensory experiences,” Harmeling stated. “It evokes nostalgia through scents and flavors. Smell and taste can powerfully trigger pleasant emotional memories. This approach is particularly effective because it relies on shared rituals that are inherently temporary. Whenever something is transient, it elicits natural responses to optimize engagement during its availability. The synergy of these factors contributes to the campaign’s effectiveness.”
Media representatives wishing to delve deeper into the secrets behind Starbucks’ marketing triumph can reach out to Harmeling via email at [email protected].
Colleen Harmeling, Dr. Persis E. Rockwood Associate Professor of Marketing, College of Business
What aspects of the PSL campaign do you believe are most advantageous for marketing students to understand if they aspire to build and promote a brand?
“Marketers are exceptional storytellers, and marketing students could gain value from grasping Starbucks’ methods for crafting multi-sensory narratives around their products. Hone the craft of storytelling to foster emotional connections rather than merely developing flavor profiles.”
Can you name a few other brand initiatives that you think have been executed exceptionally well?
“One campaign that stands out in terms of engagement and storytelling was Whirlpool’s Every Day, Care initiative. Whirlpool utilized several hashtags, including #EveryDayCare, #CareCrowd, and #ItsAllCare, to create a platform for existing customers to contribute by sharing how their families care and the ways they use Whirlpool products. Customers’ posts became a source of encouragement for others while also offering valuable insights into product innovations by demonstrating customer usage of their Whirlpool items.”
With the swift evolution of technology, have there been noticeable alterations in how brands market their products over the last two decades?
“Absolutely. Social media has transformed the marketing landscape. Previously, product narratives were generated by brands, and consumers recognized that marketers were the storytellers. Today, products are interwoven into digital narratives crafted by consumers, where relatable and inspiring tales serve as blueprints for constructing the ideal self by emulating the creator’s purchasing decisions.”
The post From beans to buzz: FSU expert available to discuss the marketing success of the Pumpkin Spice Latte appeared first on Florida State University News.
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