Spooky Season, Smart Strategy: What Starbucks Can Teach Us about PR and Engagement
We love a strategic business that knows how to connect with their audience and still align with social trends. Starbucks introduced a new limited-edition flavour for Halloween, keeping everyone on the edge of their seats with its FOMO strategy to capture everyone’s interest. The drink was available in South African stores from October 27 to October 31, 2025. The Frappuccino offered a seasonal twist of sweet and sour green apple flavor. Starbucks South Africa's licensee, Rand Capital Coffee, described the beverage as a way to "embrace your inner child”.
To generate customer engagement and amplify the campaign, Starbucks encouraged people to participate in an online competition. The challenge required customers to purchase a Sour Apple Frappuccino, post a photo or video of themselves in a Halloween costume or holding their drink, and tag it with #StarbucksTrickOrTreatSA. The prizes were awarded for the best-dressed customers and most creative posts.
Lessons to keep your business/brand striving
1. Adapting global strategy for local markets: This demonstrates the marketing principle of localization versus standardization. Successful global brands must strike a balance between maintaining their core identity (standardization) and adapting to specific market needs (localization). A rigid, standardized approach would have alienated the local market, whereas adapting the product and theme kept Starbucks relevant.
2. Leverage scarcity with limited-edition products: Time-bound offers and products with limited availability trigger FOMO (fear of missing out), motivating customers to purchase quickly. This strategy drives sales and generates excitement, making the product a highly sought-after item.
3. Create connection with products: Developing products that are visually appealing and unique encourages user-generated content (UGC). When customers share photos of their purchases online, it provides authentic, free marketing and builds buzz around the brand. Starbucks often leverages this social media strategy to great effect.
4. Use seasonal campaigns to add value to your existing loyalty program. Give members first access, exclusive products, or bonus points to make them feel special and to drive repeat business.
5. Prioritize authenticity and community: Don't just sell products; sell the experience and the emotional connection. Focus on how your brand fits into your customers' lives and rituals. Telling stories and building community is more powerful than any traditional ad.
Why PR and Marketing are crucial
1. Shapes public perception: Starbucks didn’t just release a drink. Through strategic messaging, PR framed it as playful, nostalgic, and community-driven. This shaped how people understood the campaign and ensured it landed with the right emotional tone.
2. Ensures consistent messaging: Across social media, in-store visuals, and the competition mechanics, Starbucks kept a unified story. That consistency is the result of PR and marketing working together to make sure every touchpoint echoed the same seasonal excitement.
3. Drives long-term success: The marketing sparked immediate interest in the Sour Apple Frappuccino, but the PR-led storytelling around nostalgia and community helps build long-term loyalty. Customers don’t just remember the drink; they remember the feeling.
4. Provides crisis management: Seasonal campaigns move fast and rely heavily on public engagement. Strong PR ensures that if customers raise concerns, ask questions, or if misunderstandings appear online, the brand can respond quickly and protect its momentum.
5. Strengthens storytelling: Marketing introduced the product, but PR gave it meaning. By framing the drink as a way to “embrace your inner child” and encouraging user-generated content, the story became emotional, shareable and worth participating in.
Conclusion
Starbucks’ strategy strengthens customer loyalty by building annual anticipation for each new Halloween drop, increasing visibility and credibility year after year.
Coral Communications is a trusted PR and marketing partner. With us, your brand is in good hands. Trust us to elevate your visibility, earn the recognition you deserve, and grow stronger with us.
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