Summer is here! The change in season and lifestyle comes with a change in products and marketing strategies as well. Companies must think of new ways to spark the interest of the consumer with campaigns that will draw attention.

Starbucks has rolled out a new “Pink Drink” just in time for you to post that poolside Instagram story. It’s real name? Iced Guava Passionfruit Drink. The drink is entirely vegan, described as “Guava juice blend with notes of passionfruit hand-shaken with flavors of pineapple and ginger along with coconut milk and ice for a deliciously smooth and creamy beverage to uplift your day,” according to Starbucks. Although this is not their first “pink drink,” Starbucks is looking to add more vegan options to their menus. According to an interview with Bloomberg, CEO Kevin Johnson stated, “The consumer demand is already shifting, with nearly 20% of Starbucks customers opting for non-dairy milk.”

In the world of Beauty, Rihanna’s Fenty Beauty is releasing their new Slip Shine Sheer Shiny Lipsticks on June 5. Their website describes them as “lightweight, nourishing lipstick infused with hydrating pomegranate oil to instantly condition your pout with lip-smoothing comfort in just one swipe.” The brand first caught the attention of the public with their “foundation for all” campaign, which included a diverse range of makeup shades. Rihanna told TIME Magazine that it was important that “Every woman felt included in this brand.”

Summer 2020 is undoubtably unlike any summer we have ever experienced due to the COVID-19 outbreak. Because of that, companies not only have to adjust to summer campaigns, but campaigns that reflect the state of the pandemic. Casetify has created a UV phone case which sterilizes your phone in just 3 minutes. 100% of the proceeds of the UV light case are being donated to GlobalGiving, a nonprofit organization which is supporting front line medical workers and providing essential supplies and meals to communities in need.

These companies have found ways to become distinct in fields that are extremely competitive. These campaigns appeal to what consumers are looking for in 2020.


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Anna Avgoustis

Author Anna Avgoustis

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