Twenty-one years ago, Starbucks unknowingly tapped into one of the most powerful marketing principles: the 5th Law of Marketing, also known as the Law of Focus (Ries and Trout, 1993). This law emphasises the importance of creating a unique product and owning a word or concept in the consumer’s mind. With the introduction of the Pumpkin Spice Latte (PSL), Starbucks didn’t just create a drink; they established a cultural phenomenon that continues to dominate every fall.
Today, the PSL is projected to make over $500 million in sales this season alone, according to MarketWatch (2024). As summer draws to a close, the Pumpkin Spice Latte has become a harbinger of autumn, symbolising warmth, comfort, and the changing of seasons. But what exactly makes this hot beverage so irresistible to consumers? How did it come to evoke such strong feelings of nostalgia, coziness, and excitement for the fall?
The Autumnal Allure of Pumpkin Spice
As the days grow shorter and the air takes on a crisp edge, social media platforms like TikTok are flooded with all things autumn. From vlogs featuring rainy day routines and home baking to fashion trends in warm, chocolate-brown hues, and scenes from classic fall-centric shows like Gilmore Girls, the online world is abuzz with anticipation for the new season. At the heart of this seasonal shift is the Pumpkin Spice Latte, a drink that has become synonymous with autumn vibes.
The PSL’s journey began in 2003, under the direction of Peter Dukes, then Director of Espresso Americas for Starbucks. Dukes and his team had already found success with holiday favorites like the Eggnog Latte and Peppermint Mocha, but they were eager to create a new espresso-based drink that would capture the essence of fall.
In a spring brainstorming session, the team brought in fall decorations and pumpkin pies, experimenting with how these flavors could blend with espresso. After months of tasting and refining different versions, they developed a prototype. By fall of that year, the Pumpkin Spice Latte made its debut in 100 stores across Vancouver and Washington, D.C., as part of a market test.
The response was immediate and overwhelmingly positive. “Within the first week of the market test, we knew we had a winner,” Dukes said. “Back then, we would call store managers on the phone to see how a new beverage was doing, and you could hear the excitement in their voices.”
The Power of Emotional Connection
Since its introduction, the PSL has evolved into more than just a beverage. It’s a lifestyle symbol, a seasonal touchstone that consumers eagerly await each year. Social media has only amplified its popularity, with Starbucks teasing its launch earlier than usual this year. Their Instagram announcements alone garnered over 200,000 likes and countless comments, reflecting the deep emotional connection between the PSL, the autumn season, and the Starbucks brand.
The success of the Pumpkin Spice Latte is not merely a result of its flavor profile; it’s a testament to Starbucks’ ability to craft a narrative that resonates deeply with their audience. The PSL evokes a sense of warmth, coziness, and nostalgia that aligns perfectly with the emotions many people associate with autumn. This storytelling approach makes the product not only relatable but also memorable, fostering a strong, lasting connection with consumers.
Marketing Lessons from the PSL Phenomenon
For marketers, Starbucks’ success with the Pumpkin Spice Latte offers valuable lessons in understanding consumer behavior, tapping into emotions, and strategically aligning products with cultural and seasonal trends. Here are key takeaways:
- Listen to Consumers: Starbucks recognized a desire for seasonal, comforting flavors and responded with a product that fulfilled that need.
- Harness Emotional Power: The PSL’s success is deeply tied to the emotions it evokes—comfort, nostalgia, and the excitement of seasonal change.
- Drive into Culture and Trends: By aligning the PSL with the autumn season and leveraging social media trends, Starbucks has created a product that is not just a drink, but a cultural icon.
From a simple brainstorming session to becoming one of Starbucks’ biggest triumphs, the Pumpkin Spice Latte exemplifies the 5th Law of Marketing. By creating a unique product and embedding it deeply into the consumer’s psyche, Starbucks didn’t just launch a drink—they owned an entire season.
