Chapter 16 Starbucks Red Cups Spark Consumer Salivating (and Controversy)

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Best Holiday Campaigns 1997

In 1997, Starbucks was beginning to expand outside of the U.S. and Canada and introduced the first of its holiday cups to generate interest, swapping the standard design for red cups with festive imagery on them.

Each year a different design was featured on the red background, and the campaign became a swift success with the public.

The cups not only welcomed the arrival of the festive season, but signify the beginning of Starbucks’ holiday menu — including novel flavors such as ‘Pumpkin Spice’ and ‘Chestnut Praline’ latte.

In this way, the campaign repeats annually, remaining fresh by adding new designs and drink flavors every year, and even inspiring similar campaigns from rivals such as Dunkin’ Donuts.

starbucks red cup controversy

Photo: My Daily News

The most interesting year for the campaign was undoubtedly 2015, when the cups carried a ‘minimalist’ red color without further imagery.

Starbucks was soon embroiled in a globally-discussed controversy, accused of removing Christian imagery from the holiday cups in pursuit of political correctness.

Commentators on Twitter were quick to point out that the ‘cups didn’t have Christian symbols on them to begin with,’ trending under #ItsJustACup.

Nevertheless, Starbucks’ cups were heavily discussed on social media and talk shows hosted by celebrities such as Ellen Degeneres, Trevor Noah and Stephen Colbert, and even Donald Trump commented upon the matter.

starbucks red holiday cups

Photo: Peter Gasca

Although the campaign was popular to begin with, the furor in 2015 gave Starbucks additional publicity beyond what any advertising campaign could purchase.

The reaction on social media, and subsequently among celebrities, ensured that the campaign reached an enormous global audience: in the 13 weeks leading to December 27th, the company made sales 11.9% higher than the previous year.

Somewhat ironically, in producing their most minimal and plain design of the campaign, Starbucks initiated a storm in a coffee cup which returned billions in sales.

Winning Early Holiday Promotion

Starbucks is the first brand that comes to mind when I think of holiday campaigns. Their products are on people’s mind from September through January.

They create a buzz that puts people on the edge of their seats as they wait for the release of their holiday cups.

– Vladimir Gendelman, Founder & CEO, Printwand

Holiday Marketing Takeaway

Generating controversy around your campaign can provide PR that no amount of money could buy, though it comes with inherent risk.

Table of Contents

Intro150 Years of the Best Holiday Campaigns
Chapter 1 The Genesis of Holiday Window Displays
Chapter 2 Macy’s Thanksgiving Day Parade Brings Spectacle to the Season
Chapter 3 How Coca-Cola Invented The Father of Christmas (Or did they?)
Chapter 4 Budweiser Celebrates the End to Prohibition
Chapter 5 Montgomery Ward Employee Invents Rudolph the Red-Nosed Reindeer
Chapter 6 Campbell’s Soup Speaks to the ’50s Housewife
Chapter 7 Mr. Potato Head Becomes First Toy Ever Televised
Chapter 8 NORAD Tracks Santa’s Journey Around the World
Chapter 9 Norelco Popularizes Stop-Motion Animation
Chapter 10 Kentucky Fried Chicken for Christmas? Why You’ll Eat KFC in Japan
Chapter 11 Folgers Advertises the Intangible
Chapter 12 Hershey’s Holiday Bells Defy an Ad Agency
Chapter 13 Coca-Cola’s Polar Bears Humanize Global Warming
Chapter 14 Coca-Cola’s Christmas Fleet Brings Truckloads of Cheer
Chapter 15 M&M’s Stumble Upon Santa –– No One is Left Standing
Chapter 16 Starbucks Red Cups Spark Consumer Salivating (and Controversy)
Chapter 17 Target Keeps it Simple with Their Black Friday Catalog Focusing on Price
Chapter 18 Pampers Silent Night Raises $40 Million for Charity
Chapter 19 Give a Garmin Hits on Travel, Humor and Holiday Stress
Chapter 20 John Lewis Focuses on Storytelling Over Brand
Chapter 21 Macy’s Believe Campaign Raises $10 Million, Involves Schools
Chapter 22 American Express Small Business Saturday Supports Local
Chapter 23 Apple Misunderstood Campaign Makes Technology and Family a Priority
Chapter 24 REI’s #OptOutside Campaign Bucks Tradition


Kunle Campbell

Kunle is a trusted advisor to ambitious, agile ecommerce brands. His core strengths lies in growing revenue by developing and executing scalable customer acquisition and search marketing strategies for online retailers.  He blogs, runs webinars and teach courses about ecommerce growth on He also hosts an ecommerce podcast dedicated to growing and scaling online retail businesses.

View all posts by Kunle Campbell

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