Infusing the holiday spirit into a cup of Starbucks Coffee
The holidays don’t start until the Starbucks cups are released.
Instead of revealing them outright, a 5-day social countdown built anticipation through the rituals people associate with the season, cozy nights, gifting, crafts, traveling home. The product stayed hidden while the feeling did the work.
High engagement turned the teaser into a global rollout.
The result reinforced Starbucks as the unofficial start of the holidays.
