Starbucks’ Infamous Pumpkin Spice Latte
The season of fall does not seem quite right until you’ve had a sip of Starbucks’ classic pumpkin spice latte. The Starbucks brand has created a cult like culture that their consumers follow closely, creating a lot of social media buzz around their seasonal and limited products
The month of September means that school has officially started and the wait for Starbucks’ infamous pumpkin spice latte (PSL), which launched on September 6th, has come to an end. Starbucks released this drink for the 13th year in a row, while it’s competitors, like Tim Hortons and McDonald’s, have been recently trying to push pumpkin spice products to their consumers as well.
Tim Hortons and McDonald’s tried to get into the game early this season by releasing their pumpkin spice flavoured drinks at the end of August, but Starbucks’ loyal consumers know that it is not official until Starbucks themselves release it.
It is no secret that many of us believe that Starbucks is like a cult, but we all still send up trying their drinks at some point in our lives and fall into the trap. This is why Starbucks is a great example for marketers to study the social media buzz created about their products, with the #PSL being the most buzzworthy.
Spredfast, a social media analytics company found that the phrase “pumpkin spice latte” and the hashtag #PSL had a total of 56.8 million tweets in the week just leading up to the launch, seen in the image below. Similar to Starbucks’ pink and purple drinks which went viral on social media in the summer, I’m sure my social media platform feeds will soon be filled with the pumpkin spice latte, as the leaves start to change colours.
Overall, Starbucks’ pumpkin spice lattes received 493% more likes per photo than shots tagged with #Starbucks. Starbucks has even gone a step further and created a Facebook Messenger bot for its Real Pumpkin Spice character, allowing users to ask the drink questions and access GIFs and photos. The Starbucks brand has created something more than just coffee for its consumers, they have created a lifestyle.
Featured image source: https://twitter.com/Starbucksnews/status/768026277894688768/photo/1?ref_src=twsrc%5Etfw