3 Things We Can Learn From Starbucks’ Holiday Cup Controversy

By now everyone has heard about the controversy surrounding Starbucks and their now-infamous red holiday cups. No matter which side you are on, you likely have some kind of an opinion about it. Some people are furious at the chain and even threatening to boycott it claiming that the plain red design wages a war against Christmas and the Christian religion. Others find the controversy to be completely and utterly ridiculous, stating that it’s “just a cup” and has nothing to do with religion at all. More and more people are surprised that there’s any controversy surrounding it at all. Regardless of where you stand and what your opinions are, we can all learn from Starbucks’ mistakes (or lack thereof). Here are 3 things we can learn from Starbucks’ holiday cup controversy.

1. It pays to be consistent. Consistency is key when it comes to marketing. Since 1997, Starbucks has faithfully released a special holiday cup each year. Their customers have become familiar with the cups and look forward to the new holiday designs each year. For Starbucks and their customers, the holiday cups are more than just a cup; it’s a tradition and a way of kicking off the holiday season. Every year their cups are a little bit different, but their customers know to expect some kind of holiday design ranging from Christmas balls to snowmen to reindeer and everything in between. Each year, their customers get excited to see what new design they come up with. This year, Starbucks failed to remain consistent by releasing a new holiday cup devoid of their usual seasonal art. The result? Many disappointed, and some down-right angry customers.

1. Playing it safe can be the most dangerous thing of all. Why did Starbucks choose such a simple design this year? Many people feel that Starbucks was trying to play it safe by going what they felt was the “politically correct” route. More and more companies in recent years have been cautious with how they handle, or even merely refer to the holidays. With so many unique and diverse religions (or even the idea of not having a religion) to keep in mind during the holidays, some companies choose not to promote the holidays at all, believing this is the only way to ensure no one is left behind or somehow offended. However, as Starbucks demonstrated, sometimes playing it safe can be the most dangerous thing of all. They’ve always seemed so pro-Christmas in the past and their Christmas promotions were rarely, if ever met with much scrutiny (and if they were, no one heard about it), so why the caution now? When going the “safe route” is such a diversion from what you and your company normally does, it is no longer safe at all; you’re taking a risk that is more likely to backfire or cause backlash, both of which seem to have been the case with Starbucks.

1. Press is press. At the end of the day, Starbucks is making an impact on people. Whether you love or hate the new Starbucks cups, either way you’re talking about it. Starbucks is still getting more press than their competitors, and likely raking in the big bucks. Some people are so outraged about the new cups that they have chosen to purchase the coffee and give the name “Merry Christmas” to the barista just so they can still have it written on their cup. While consumers may believe this to be a way of protesting, how bad of a protest can it be when Starbucks is still making a profit off of it?

What’s your take on the Starbucks holiday cups controversy? If you were head of the marketing department at Starbucks, what would you have done differently (if anything at all)?