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:
Stripes
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.”
Flora
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.
Espresso Houndstooth
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.
Stargyle
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, www.Linkedin.com/in/grocerant/
or www.twitter.com/grocerant/
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