This year marks the 20th year of Starbucks releasing seasonal cups. While the brand has enjoyed tremendous organic buzz from fans over the years, this year’s advertising campaign might well generate more discussion than the cups themselves, as it features a pair of women about to kiss over coffee.
The campaign spot also features an older white woman walking hand in hand with a man who looks to be Muslim.
Good for Starbucks taking note of the real world in their ad work.
As for this year’s Holiday, Christmas, Hanukkah, whatever you want to call it cup, the design is a departure from those in the past which have been predominantly red. This year’s version has a more white space – allowing consumers to draw on it whatever they see fit.
This of course falls in quite nicely with the holiday tagline: “The holidays mean something different to everyone”.
A Starbucks spokesperson told CNBC:
“Each year during the holidays, we aim to bring our customers an experience that inspires the spirit of the season and we will continue to embrace and welcome customers from all backgrounds and religions in our stores around the world.”
Jordan Kay illustrated this year’s holiday cup design.
“I liked the idea of hands as the centering point, a symbol of connection, love and giving joy,” said Kay. “Whether it’s wrapping presents or decorating a tree, writing cards or enjoying a mug of cocoa.”
The season’s “cup sleeve” (for hot beverages) is red, inviting people to “Give Good.”
“Giving good can be as small as someone opening the door for you, or recognizing the people that enrich your life – your child’s teacher, a caregiver, a family friend,”said Leanne Fremar, executive creative director for Starbucks. “The holidays are a time to celebrate all the good we give to each other and our community.”
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