It’s no secret that Starbucks’ iced drinks are a summer staple for everyone from pre-teens to coffee connoisseurs and even the financial heads on Wall Street. Everyone needs an early morning cup of joe or an iced afternoon pick-me-up to make it through the steamy summer months.
For summer 2016, Starbucks has capitalized on their “secret menu” and everyone on social media has taken notice! Since the start of the secret menu item the “Pink Drink”, the hashtag has been used on Instagram more than 15,000 times. Variations of other secret menu colored drinks totalling to almost 20,000 hashtags all dedicated to Starbuck’s secret menu!
Starbucks Social Media Mastery
Starbucks’ presence on social media has never been considered small from their campaign with media mogul Oprah to the cult-following of their fall inspired drink, the Pumpkin Spice Latte. Now that social media users are acclimated to seeing shots of lattes and other caffeine-pumped beverages all over Instagram and Twitter, coffee super fans of all ages are creating their own hashtags to celebrate their favorite drinks! What happens when you create a new “secret” drink with a Barbie pink color and throw in a change of season? Fans create the Pink Drink hashtag to share with their followers!
Now with over 50,000 comments and over 1 million likes dedicated to a drink that was originally meant to be a secret, it’s easy to see the appeal of creating a following so strong for your brand that it can spark a social movement. With customers as brand-loyal as the ones who religiously choose Starbucks, the potential for viral hashtags is limitless and as tasty as a pink-hued berry drink!
Rainbow Drink Frenzy
Following the success of the pink drink, Starbucks followed it up with an entire rainbow!
Here are all the colored drinks and what they’re made of:
Purple Drink: Iced Passion Tango Tea with soy milk, vanilla syrup and blackberries.
Green Drink: Iced black tea with coconut milk and matcha.
Orange Drink (looks yellow): Orange mango juice with vanilla bean powder and a splash of coconut milk.
Blue Drink: Iced Passion Tango Tea with soy milk and vanilla syrup.
Pink Drink: Strawberry Acai Starbucks Refresher with coconut milk.
Want to work with influencers?
Want to make your brand as refreshing as an iced #PinkDrink? Go from “secret menu” status to a cult-favorite by partnering with LMS for meaningful collaborations!