No Matter How the Unicorn Frappuccino Tasted, It Earned People’s Talking Successfully.

Background 

As unicorn-themed food and drinks being a trend on social media (e.g. unicorn emojis on Facebook, unicorn filter on Snapchat), Starbucks promoted the attractive non-coffee-based beverage—— the Unicorn Frappuccino. This drink was exclusive and offered in a limited run, from 19 April to 23 April, but many Starbucks locations soon ran out of supplies.

Screen Shot 2017-05-10 at 2.32.37 pm.pngScreen Shot 2017-05-10 at 2.33.06 pm.png

(sources from http://www.al.com/news/index.ssf/2017/04/want_a_unicorn_frappuccino_you.html)

What does the Unicorn Frappuccino bring to Starbucks?

Once the drink was promoted, consumers was attracted to buy the color-changing, flavour-changing beverage before it sold out. People who bought the drink sharing their experiences in their social media in order to flaunt they got the exclusive and limited edtion frappuccino. This make the Unicorn Frappuccino brought Starbucks a stunning amount of free media coverage and turned more customers into a social media army that fueled attention for the limited-time offering, driving traffic to stores.

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Except for the free advertising in the form of media coverage and social media shares, one of the most important thing the Unicorn Frappuccino did for Starbucks is let the public know that the company has non-coffee-based offerings, opening up a new audience for Starbucks. Though this drink is only a limited-time offering, reminding consumers there is another product chain called creme Frappuccinos (which do not contain coffee) on its regular menu, along with hot chocolates, caffeine-free teas, and other kid-friendly beverages.

Consumers’ Reviews of the Unicorn Frappuccino

The drink, while pretty, has mixed reviews. And the content of sugar is too much – 59g in all, honestly not everyone was enamoured of the taste.

  • Positive feedback:

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(source from https://www.theguardian.com/business/2017/apr/21/unicorn-frappuccino-starbucks-instagram-selfie-social-media)

  • Negative comments:

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(source from https://www.theguardian.com/business/2017/apr/21/unicorn-frappuccino-starbucks-instagram-selfie-social-media)

There is one more video about reviews of the Unicorn Frappuccino, please click the link below:

A New Starbucks Unicorn Frappuccino: What Is The Hype About?

Maybe this drink recipe is designed not so much to create good food (though it still has its fans), but to generate attention.

However, in my opinion, as a successful beverage company or food company, the key to success is not only the creation, good-looking of the drinks and dishes, but also the tastes. There is no doubt that the attractive appearances will make more chance for consumers to buy it but most of consumers aim to get a enjoyable taste from the stuff are sold. Only the consumers thinks that the food tastes good, they could recommend it to their friends and family. Consumers can be very loyal and promote your products by word of mouth (which is one of the trustable sources in marketing promotion). Hence, the company should not just focus on the short term goals, try to think about what they can profit from long-term period.

At the end of this post, I would like to share a fun video which was filmed by a Starbucks barista.

This barista posted a video pleading with customers not to order it, because it’s so difficult to make when ordered by customer after customer. He yelled “If you love us as baristas, don’t order it,”  “For the love of God and everything that is good, don’t get the Unicorn Frappuccino.”

Enjoy! If you feel interested in this topic and want to discuss with me, please leave your comments below. Thank you!

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