Every year, my family dresses up in one fully conceptualized theme for Purim. This year, we are going as Starbucks and I think that the simple fact that we could find enough branding material to successfully execute this costume says a lot about the quality of Starbucks’ branding.
For those who don’t celebrate Purim, here’s a quick rundown:
Purim is a Jewish holiday about the story of a queen named Esther and her adopted father Mordecai, who saved the Jewish people from a man planning to kill everyone. Feel free to read more about the story here.
To celebrate this deliverance, Jewish people wear costumes and give presents to their friends and family members, remembering the way that God disguised himself in this historical moment.
Some people consider it the Jewish equivalent of Halloween, but instead of going door to door to get candy, everyone delivers it to you!
Ok, back to Starbucks.
We were able to dress as Starbucks for Purim because:
Starbucks has incredible brand integration
I’ve mentioned that we go all out and I’m not joking. We needed a theme that could be effective as a product, a person, and have great overall impact. Starbucks integrates their branding into everything from their staff uniforms to the tiny pastry bags you get your banana bread handed to you in. Every choice was already made for us because Starbucks had pre-branded it. Green straws, cups with the check mark boxes, logos, foam – it’s all there.
Starbucks is universally recognizable
Sure, the siren logo is iconic and yes, we used it, but the Starbucks brand makes it so that to put together a barista costume, all we needed was that green apron. You see it and immediately think of Starbucks.
Starbucks allows for personalization
One of the features on the Starbucks app is the ability to save all of your preferences for your favourite beverage so that your barista will make your drink exactly how you like it. The entire process focuses on your choices. Giving you an option to customize your drink and save the information for future visits is only one example of this branded commitment to personalization. It meant that along with taking advantage of writing names on cups, my four kids could be short, tall, grande, and venti sized. Pretty cool, right?
As a bonus: there’s potential for humour