Autumn marks the return of pumpkin spice lattes at Starbucks and this year, the coffee chain offers something new to its patrons -- a fan club called the 'Orange Sleeve Society.' This club was created by Starbucks to embrace the popularity of its iconic pumpkin spiced latte.
The club is essentially an online community that encourages consumers to post humorous images of their seasonal latte beverages. The social media campaign is taking over the Internet with the intention to fill each social platform with pumpkin lattes posing next to jack-o-lanterns or wearing scarves or sunglasses.
The Orange Sleeve Society is an incredibly clever marketing tactic that will allow Starbucks to leverage more consumers. Whether people love or hate the idea of a pumpkin-flavored coffee drink, this publicity stunt is gaining major traction with the millennial age group.
Seasonal Latte Clubs
The Orange Sleeve Society was Created by Starbucks to Honor Pumpkin Lattes
Trend Themes
1. Seasonal Latte Clubs - With the success of the Orange Sleeve Society, other coffee chains and food and beverage companies may create similar online communities to target their seasonal beverage consumers.
2. Social Media Campaigns - Inspired by the Orange Sleeve Society, companies across industries may create social media campaigns to engage with their customers and build brand loyalty through fun and creative user-generated content.
3. Pumpkin Spice Everything - The popularity of pumpkin spice flavored products, highlighted by the success of Starbucks' pumpkin spice latte, presents an opportunity for food and beverage companies to experiment with new pumpkin spice inspired products and flavors.
Industry Implications
1. Coffee Shops - Coffee shops and chains can emulate Starbucks' Orange Sleeve Society to create their own seasonal latte clubs for customers who are looking for exclusive perks, deals and social platforms to engage with fellow beverage enthusiasts.
2. Food and Beverage - Pumpkin spice themed products have seen great success due to its popularity, and food and beverage brands can take advantage of this trend by incorporating pumpkin flavors into their seasonal products or launching new pumpkin-inspired products.
3. Digital Marketing - The Orange Sleeve Society social media campaign highlights the power of digital marketing in reaching and engaging younger generations, leading to various companies increasing their online presence and developing social media campaigns to target their demographic.