Every year it seems like fall kicks off a little earlier. The Spirit Halloween stores open up and pumpkins start appearing in the grocery department as we all anticipate the Halloween decorations showing up through our neighborhoods. With the recent launch of the Pumpkin Spice Latte (which turned 21 this year, happy birthday PSL!) allow us to shed some light on how the Pumpkin Spice Latte became a fall staple and Starbucks marketing tactics that enable it to remain that way.
- Nostalgia
For most people, Fall is a nostalgic and comforting time of year. It’s the perfect season for baking and cuddling up to read a book with a Pumpkin Spice Latte in your hand. This nostalgic feeling you associate with Fall and the pumpkin flavor is what drives sales for pumpkin everything in the Fall season. The flavor itself that sparks that feeling is cinnamon, clove, and other warm spices, rather than the actual pumpkin itself. What adds to this nostalgia and drive in sales, is how limited the pumpkin flavor is paired with the iconic flavor.
- Exclusivity and Limited-Time-Offerings
Another reason the pumpkin flavor is so coveted in the Autumn months is because of the known fact that it will only be around for a limited time. The fact that the drink has been clearly marketed as an exclusive product makes it all the more appealing to consumers.
- The Story of ‘The Real PSL’
In 2014 Starbucks created an online persona for the PSL. Accounts on social media emerged on Facebook, Instagram, Twitter, and Tumblr, going by the “The Real PSL.” Starbucks’ core branding technique is a story, with one of their values being the third place- the place you go that isn’t your job and isn’t your home. Adding another layer to the PSL- a character rather than just a drink- not only adds to the nostalgic experience, making consumers feel like they have something to connect to, but creates a deeper story to further perpetuate that feeling.
- Loyal Consumers and The Evolution of Marketing
There is no question that Starbucks has one of the most loyal demographics, especially when it comes to their fall flavors. The reason they have been so successful in retaining this demographic is because they know their audience and what they want to see. Over the years their marketing techniques have evolved as their consumers continue to change along with the world, which plays a big role in their advertising techniques.
Though over the years, that aspect has become slightly outdated, Starbucks has evolved alongside the ever-changing appearances of social media marketing. Their Instagram now shows a neutral balance of their products, their partners, and their customers. Their ability to continually market to their audience while appeals change over time helps establish their brand and loyal consumers. Ten years ago the product alone was enough to advertise but in today’s society, consumers like to see the people behind the brand and the people they feel they can relate to. Starbucks shows their understanding and knowledge of this on their Instagram alone, proving them to be a long-term brand with the ability to adapt and evolve with their consumers to keep them coming back for their yearly Pumpkin Spice Latte.
https://profspeak.com/nostalgia-of-pumpkin-spice/
https://jemully.com/6-marketing-lessons-from-starbucks-pumpkin-spice-latte/
https://observer.com/2024/08/starbucks-pumpkin-spice-latte-marketing/
