Starbucks Recently Revealed the Recipes for Its Rainbow Drinks
Katherine Pendrill — July 15, 2016 — Marketing
References: twitter & brandeating
Earlier this summer, consumers began posting pictures of unofficial rainbow drinks purchased at Starbucks stores. Now the chain is giving more fans the opportunity to get their hands on the colorful summer sippers by releasing the recipe for each boldly hued creation.
In an effort to capitalize on the popularity of its colorful beverages, Starbucks took to its social media channels to reveal the recipe for each of its rainbow drinks. As a result, consumers can now find out all the ingredients necessary for creating colorful creations such as the matcha-flavored Green Drink and the blackberry-infused Purple Drink.
While not officially included as part of Starbucks' drink menu, the brand's latest move to make the drinks more accessible perfectly capitalizes on a social media phenomenon.
In an effort to capitalize on the popularity of its colorful beverages, Starbucks took to its social media channels to reveal the recipe for each of its rainbow drinks. As a result, consumers can now find out all the ingredients necessary for creating colorful creations such as the matcha-flavored Green Drink and the blackberry-infused Purple Drink.
While not officially included as part of Starbucks' drink menu, the brand's latest move to make the drinks more accessible perfectly capitalizes on a social media phenomenon.
Trend Themes
1. Rainbow Drink Trend - More companies can create their own versions of rainbow drinks and use social media to market them, as Starbucks' rainbow drinks became a viral sensation.
2. DIY Beverage Recipes - Creating and publishing recipes for trendy drinks can be a way for smaller businesses to attract social media attention and increase brand awareness.
3. Colorful Summer Beverages - Developing and promoting visually appealing drinks can attract consumers, create a distinct brand image, and boost sales during the summer months.
Industry Implications
1. Food and Beverage - Companies can create their own colorful drinks and capitalize on social media trends to increase brand recognition and enhance customer engagement.
2. Social Media Marketing - Brands can use social media platforms to showcase visually appealing products and leverage user-generated content to increase product visibility and brand loyalty.
3. Hospitality - Hotels, resorts, and other hospitality businesses can create and market their own summer beverages to guests, utilizing social media influencers to increase awareness and drive bookings.
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