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The Importance of Seasonal Cups in Brand Marketing

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You could recognize a Starbucks holiday cup from a mile away.

Why? Because for over 20 years, the coffee company has killed it in the holiday beverage game. What began as a purple patterned cup quickly transformed into a marketing strategy that Starbucks has executed every year to drive up their sales and get people into the spirit of the holiday season.

In essence, the cup became much more than just a transportation vessel for that steaming hot chocolate or mocha. It’s only one example of the many seasonal cups that Starbucks and other coffee companies have since used to elevate their brand marketing to a whole new level.

There’s no doubt that your coffee shop can do the same. When you think about Christmas, Halloween, Valentine’s Day, and more, the opportunities are endless for you to establish a brand identity for yourself. Without further ado, let’s explore how you can best utilize the potential of seasonal cups for your best marketing campaign yet.

Branding Team Uniforms

Show off your creativity

While a regular coffee cup is certainly functional, it’s merely just that — functional. There’s no sort of flair or creativity that it possesses, which is a lost opportunity in its own right. Why not take advantage of the exciting holidays to give it some seasonal zest and vibrancy?
Take a moment to brainstorm with your team on some of the best designs for the nation’s most popular holidays, like The Fourth of July, Thanksgiving, Halloween, and more. You could choose to hire a graphic designer or challenge members of your team to come up with the best design as a fun competition. Let them include not only a variety of colors, but also cute graphics, caring messages for the customers, and other elements that fit their artistic vision.
At the end of the day, you don’t even have to choose just one winning design. Instead, you could entice your customers with a certain cup per drink on the menu or switch them out over the holiday season. It’s a great way to honor your employees and give your most loyal customers a sweet surprise every time they stop in to make a purchase.

In addition to your employees, you could also give your customers a voice by letting them submit their best designs for a cup. It’s a great way to help them contribute to your brand visibility and feel included.

Branding Team Uniforms

Establish the menu

Just like a pair of peas in a pod, you can’t find the cup that doesn’t complement its drink. That’s why the holidays offer the perfect time for you to match the energy of a beautifully designed cup with a unique drink that’s just as cheerful. It’s your moment to give your traditional menu a bit of an upgrade by bringing in some of America’s most favorite seasonal drinks.
As the summer begins to cool off into a chilly Autumn with leafy breezes everywhere, people can’t wait to get their hands on some warm pumpkin spice lattes and spiced ciders. By the time Christmas arrives, people are craving sweet hot chocolate topped with peppermint crumble and foamy whipped cream. Once the heat of the summer washes the cold away, customers will be clamoring for those refreshing summer teas contained in Fourth of July themed cups.
Of course, your coffee shop doesn’t have to follow the traditional favorites. If you want to create a custom Halloween drink or a Valentine’s Day love potion drink, you’ve got all the power to be creative and design a menu that complements the style of your cups in the best way.
Branding Team Uniforms

Drive seasonal social media content

Seasonally designed cups provide the perfect aesthetic for user-generated content. As the fall and winter months come along, your Instagram feed might suddenly be crowded with pictures of pumpkin spice lattes and peppermint mocha drinks in their gorgeous, trendy cups. By incorporating the logo of your coffee shop in the design, you’ll be enjoying plenty of free marketing thanks to your customers who can’t wait to show off their purchases. You can also stage your own high-quality photos to upload to your own social media channels. The holiday season also provides a great chance for you to opt into some timely paid social media ads to target audience members that might be looking for their next holiday treat.

Start seasonal campaigns

Your cup alone could be the catalyst for a major seasonal campaign that pays off in spades. By harnessing its potential, you could design a whole line of merchandise to sell in your store and on your online website. For instance, imagine unveiling a spooky yet mysterious Halloween campaign featuring pumpkin mugs, reusable holiday cups, themed T-shirts, weekly social media giveaways, fun scavenger hunts in the store, and more. These campaigns can demonstrate that your coffee shop is more than just its drinks alone — it’s a well-rounded brand that’s excited to engage with its customers and get into the holiday spirit.

Final Thoughts

As the summer begins to arrive at a sweet close, the holiday season is probably already making you excited to start planning your line of seasonal cups. To make sure the design of your cups aligns with your brand as closely as possible, let Your Brand Cafe help you ensure that your seasonal holiday campaign is set up for success. By working with you to design the best quality customizable cups, merch, and more, we can’t wait to create something that your customers will fall in love with as they sip over and over again.

Drew Thomas

Drew Thomas is a graduate of Georgia College & State University, where he earned his Bachelor's Degree in English Literature. He is an expert in brand marketing and has experience in freelance writing on topics ranging from sports to music reviews. He has also spent time as an editor, having revised website copy and press releases for local businesses. In his free time, Drew enjoys performing music, reading, hiking, and spending time with friends.

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