Industry News | November 1, 2017

The Message Behind This Year's Starbucks Holiday Cup

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Each year, there are a few unmistakable signs that the holiday season is drawing near. Catalogs begin to appear in the mail, the first strains of holiday music can be heard in elevators and shopping malls, and Starbucks holiday cups and holiday beverages make their return to stores.

Starbucks has marked the arrival of the holidays with specially designed red cups since 1997, becoming a symbol itself of the season. Starting November 1, Starbucks stores in the United States and Canada will serve beverages in the new holiday cups, including returning favorites such as Chestnut Praline Latte, Caramel Brulée Latte and Peppermint Mocha.

This year, Starbucks has unveiled its first color-in holiday cup. The cup design starts with a pair of hands holding red cups of coffee, an ode to cups of years past, connected with swirling ribbons with lively holiday scenes and splashes of red and green.

“This year’s cup is intentionally designed to encourage our customers to add their own color and illustrations,” says Leanne Fremar, executive creative director for Starbucks. “We love the idea of everyone making this year’s cup their own.”

For years Starbucks customers have been decorating their cups (Starbucks held a contest to support this creativity). Taking a cue from customers who had been using their cups as a canvas, last year Starbucks red cups featured 13 different designs created by customers.

Jordan Kay from Starbucks Creative Studio was the illustrator for this year’s holiday cup design.

“I liked the idea of hands as the centering point, a symbol of connection, love and giving joy,” says 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 with an invitation to “Give Good,” which is the theme for this year’s holiday campaign.

“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,” Fremar says. “The holidays are a time to celebrate all the good we give to each other and our community.”

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.