Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Under the new trend of chasing “restrictions”, Starbucks’ geographical restriction has given us a good example case and reference ideas.

If you want to talk about “restrictions”, you must mention Japan. For Japanese brands, everything can be limited: festival limited, season limited, region limited, celebrity collaboration limited…Whether it is in various categories such as catering menus, beverages or snacks, brands can always find a variety of reasons Play all kinds of tricks in a limited name.

It stands to reason that Japanese consumers who have been experienced for a long time should be aesthetically tired of general limited products. However, Foodaily discovered that Starbucks recently launched a “limited” event in Japan, and it exploded with extremely high volume and topicality on Japanese SNS.

Let’s see what is going on in detail?

Celebrating its 25th anniversary, Starbucks Japan launched 47 regionally limited Frappuccinos

The thing is like this.

Starbucks, which entered the Japanese market in 1996, now has 1,600 stores in Japan. In order to celebrate its 25th anniversary of opening in the local area, it proposed a new way to enjoy coffee with the theme of “The power of coffee is the power of connection”. At the same time, Starbucks is on SNS. Announced the launch of the “47 J imo TO Frappuccino” series that represents the flavors of 47 prefectures in Japan .

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Image source: Starbucks Japan

JIMOTO means “local, local”. According to Starbucks, the series was released to express gratitude to fans on the occasion of its 25th anniversary. Therefore , together with the local store staff , we commercialized what we wanted to express to local residents. Inspired by local nature and food culture, 47 Frappuccinos representing local flavors have been developed, which are only sold locally.

Per cup price equivalent to about $ 40, 2021. June 30 to August 3 limited time sale, each one represents a sincere intention full of love of place, no wonder the battle-hardened Japanese consumers have also Can’t resist the heartbeat!

With curiosity and expectation about “What is the taste of my hometown?”, consumers have sent out check-in, evaluation and interactive feedback, so they quickly fermented on SNS and aroused enthusiastic responses. The famous Japanese news website J-CAST News has launched the most anticipated Frappuccino vote on Twitter since June 23. At present, more than 10,000 online names have participated.

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Image source: livedoor news, absorb many evaluations and punch cards

From taste to color to shape, product development into the local soul

First of all, it is worth mentioning that Starbucks has spent the development of 47 products. In order to better express the characteristics of each place, Starbucks deliberately commercializes each product based on the proposals of local staff in each region. They are all inspired by the unique charm of the region, from the raw materials used to the concept to the taste to the color and shape, all conveying the uniqueness of this region.

It is reported that Starbucks has collected a total of about 1,300 proposals this time, and the final 47 models have been finalized through consideration of various dimensions such as developability, uniqueness, and taste, each of which is full of extraordinary ideas and stories. Specifically, Starbucks’ regional limited series is inspired by the development and interpretation of regional products from the three perspectives of the region’s rich specialty ingredients, famous souvenirs/commodities, and local landscape features or cultural features.

Inspired by local specialty ingredients, such as the “Hokkaido” version that combines rich corn and Hokkaido milk to make cream, “Ibaraki” Frappuccino uses local specialty cantaloupe, and “Toyama” is famous for its giant watermelon. A watermelon flavor with a strong summer flavor, “Aomori” incorporates a specialty apple into Frappuccino. There are also some ingredients such as kiwi fruit, black sesame, rice and so on…

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Using local famous souvenirs or products as development ideas, “Nagasaki” famous honey cake, “Miyagi” famous edamame mochi, “Okinawa” popular souvenir Jinchu cake, “Niigata” persimmon rice Fruits, the classic breakfast red bean toast from Aichi, the birthplace of tea-eating culture, and the specialty stick-shaped tea from “Ishikawa”… all incorporate the local characteristic Frappuccino with a surprisingly fresh experience.
 

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation
Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

What’s even more amazing is that “Chiba”, famous for its soy sauce, boldly proposed a formula using soy sauce, and added coffee sauce to form a coffee cream frappuccino with an incredibly harmonious aroma and sweetness.
 

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Another idea is a unique local style scene people text as a development opportunity, such as “Shiga” to representative tourist attractions of Lake Biwa as a theme, add tofu butterfly in white chocolate syrup base, and citrus pulp to reproduce the lakeside dream Sunset style.
 

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

“Tochigi” is one of the easiest thunder Prefecture, Japan, based on the characteristics of traditional, Starbucks has developed a dancing candy chocolate Frappuccino, tone is a combination of black Mount card, chocolate syrup and ice, attached to the mango cream The sauce expresses the concept of “thundering light in the dark sky”. The popping candy on the top is the finishing touch to the whole cup, and the popping sound in the mouth symbolizes thunder.
 

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

After reading these cases, the editor couldn’t help but sigh “unbelievable son”. Every cup is full of surprises and stories. People can’t help but want to try it again and again. How can such a careful Starbucks not resonate?

What kind of cautions are hidden in this regional marketing?

Of course, an event that goes out of the circle must not rely solely on the product, it needs to work together from multiple angles. Geographical restriction is not uncommon in Japan, but Starbucks abruptly in the prime time of summer cold drink sales, starting from the perspective of geographic restriction, it fought a very beautiful battle for fans. After studying the Starbucks out-of-circle incident in detail, we found that in addition to the core products, there are actually some hidden opportunities to deceive consumers.

The gimmick is full, thousands of shops are issued, if you want to do it, you will be big

Starbucks is the coffee brand with the largest number of stores in Japan. It is very popular in itself, and the 25th anniversary has a special commemorative significance, which provides a favorable foundation for the 47 JIMOTO Frappuccino campaign.

47 models of Frappuccino, which are only sold locally and specially developed for the local area, will be launched in Starbucks stores across the country on June 30. This is the first time in Starbucks Japan’s history that it has made such a large-scale experiment. It is hard for consumers to be wrong. The taste that is unique to one’s hometown generates curiosity, and the gimmick is directly filled.

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Full of heart, every place, every exclusive Frappuccino

Starting from Ginza, Tokyo, Starbucks has expanded to 47 prefectures and prefectures in Japan. It is inseparable from the support of local consumers that Starbucks can achieve today’s results in the process of development along the way. Therefore, the planning of this event is also with gratitude to each region, in order to further show that Starbucks is more localized and integrated into the local face, and to deepen the closer feelings and connections with local consumers.

Therefore, instead of selling all 47 types of Frappuccinos in one store, they only sell Frappuccinos that are developed by local Starbucks staff and represent the characteristics of the region, and convey to consumers exclusive Frappuccinos that can only be empathized in the local area. Mind.

Enter the official website, gem stretch of 47 models introduced Frappuccino eyes, each product page will explain the profound intention formula products, and creative ideas behind implied. With 47 Frappuccinos and 47 design concepts, people can’t help but wonder what kind of collocation will be interpreted by their hometown.

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

The interaction is full, the topic is detonated, and the two-way rush with consumers

As early as mid-to-late June, Starbucks carried out high-profile publicity campaigns on its official website, social media platforms and major news platforms, and released a complete 47 Frappuccino product concepts, which aroused everyone’s curiosity and attention. The well-known Japanese news website J-CAST News issued a “regional Frappuccino you most look forward to” voting campaign before the product launch, and more than 10,000 people participated in it. For this Frappuccino, I gathered a wave of topics and popularity.

Regardless of whether consumers think that the 47 JIMOTO Frappuccino in their hands can interpret their hometown, the “restrictions on this area where I have a say” are worth sharing on social networks. Whether the Frappuccino in your hand can represent your hometown, the horizontal comparison between Frappuccinos in different regions, and even the limited Frappuccino in your own hometown, can be an interesting topic of discussion, which directly fills the gap between brands and consumers The interactive nature of the topic detonated the topic.

Push 47 Frappuccinos in one go, Starbucks is crazy to play with this geographical limitation

Of course, it’s not just about the self-confidence among consumers, the brand also pays attention to the feedback and thoughts of consumers all the time, forming positive interactions. The picture shows the Kagawa Udon Frappuccino conceived on Twitter by a Japanese netizen. , Reposted by the official Twitter of Starbucks Japan.

summary

On the one hand, it can enhance the local affinity of the brand and win the love and favor of fans. On the other hand, it can provide new opportunities for product innovation and out of the circle. Consumers need a sense of scarcity and value, and brands need to be liked and trusted. The happiness of going both ways may be the ultimate meaning of “restriction”. Under the new trend of chasing “restriction”, Starbucks’ geographical restriction has given us a good example case and reference idea.

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