As a non-coffee drinker I am not one of the people anxiously awaiting the reveal of Starbucks’ red holiday cups. I noticed them in the past, but didn’t pay much attention. This year there is no avoiding it though. The controversy over the past few days was a bit surprising to say the least, as some people declared this years two-toned ombré design, with a bright poppy color on top fading into a darker cranberry, and lacking the typical seasonal decorations, wasn’t Christmassy enough. (Some even going so far as to declare there being a War on Christmas.)
Starbucks’ website states that “Taking a cue from customers who have been doodling designs on cups for years … this year’s design is another way Starbucks is inviting customers to create their own stories with a red cup that mimics a blank canvas.” and quotes vice president for design and content, Jeffrey Fields, saying that the company “wanted to usher in the holidays with a purity of design that welcomes all of our stories.”
But there has been quite a stir on social media with people vowing to boycott the coffee giant, while others point out that the red cup, paired with the green colored logo is speaking to the prominence of Christmas this holiday season – not Hanukkah, Kwanzaa or any other holiday for that matter.
Fortune stated in an article on it’s website, that “In recent years, the Starbucks brand has become closely associated with the holidays. In its January earnings report, the company said that one in seven American adults received a Starbucks gift card during the holiday season—up from one in eight the year prior. And in its release introducing its red cups this year, the company said that in the 48 hours following the release of its 2014 red cup, a photograph of one was shared on Instagram every 14 seconds.”
All this controversy over a cup that’s meant to celebrate the holiday season. In the end it all comes down to this: People are still getting their coffee at Starbucks (even many of those who vowed to boycott the chain) and the brand most likely won’t be hurt in the long run.
Image via Starbucks UK