Regular readers of this blog understand the importance of packaging in driving incremental sales of grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food that is portable. According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® Starbucks leads the food industry in driving brand relevance with packaging.
Yes, as the holiday season nears, Starbucks stores are celebrating the spirit of yesteryear with a modern twist.’ Starbucks Christmas Blend, which is now in Starbucks stores. While coffee is important and Starbucks Christmas Blend is one of the most anticipated food industry Limited Time Offers of the year.
It is the packaging via the cups that create incremental customer ‘buzz’ and drive sales according to Johnson. A Starbucks press release said “When you come into Starbucks, there’s a festive vibe,” .. “Our customers have told us that the return of Starbucks holiday cups and beverages are a signal the season is upon us. We hope they feel the holiday magic that only Starbucks can create during this special time of year.” This holiday features a series of four unique cup designs:
On each bag of Starbucks coffee there is a sealed seam that runs along the back, called a fin. Starbucks has been adding a contrasting color along the fin as a design element for years, and the team found a way to bring that design element to center stage. A take on the iconic red cup, the Stripes holiday cup features graphic bands of bright poppy red and a darker cranberry, accented with white pale rose gold. A ribbon of black, white and Starbucks green on the back ties all the four cup designs and reappears in merchandise and store signage and displays.
“The ribbon was born out of the holiday feeling of boxing holiday presents and wrapping paper,” Cameron says. “The holiday cups feel like these presents you want to unwrap. Each one is its own gift.”
Ripe coffee cherries have evoked festive holly on packaging over many years, including 2013 and 2017. In a nod to Starbucks coffee heritage, the Flora design features mint-green graphic leaves with pops of colorful bright red berries against a cream-colored background.
Starbucks Christmas Blend Espresso Roast is known for its intense flavor and caramelly sweetness. Designers used fire to represent this rich, dark roast, and reimagined it as elegant flame in the red and white retro Espresso Houndstooth design.
Stars often appear in Starbucks designs, even winking atop the Siren’s crown in the company logo. The illustration of a couple reaching up to place a star atop a holiday tree from Christmas Blend 1999 was the starting point for this year’s Stargyle design. Here the stars twinkle against a backdrop of interlinking diamonds in varying shades of Starbucks green.
Packaging matters. How do you integrate packaging with messaging? Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, or