Can Starbucks’ Unicorn Frappucino Deliver More Than Buzz?

Starbucks recently carried out a promotion featuring what they called a “Unicorn Frappuccino.” This drink, offered for a limited time, was meant to draw attention to Starbucks through social media and word of mouth. As CBS News notes, the more specific and perhaps important goal of this drink was to try and tap into the rising Generation Z. Vivaldi Consultant Emily Kahn commented, “As a heritage brand, that is competing with smaller, artisanal, and more specialized beverage experiences, Starbucks is making a play at attraction generation Z and creating something that they will want to share.”

Starbucks has struggled as of late, seeing a three percent decline in the value of their shares over the past year. The Unicorn Frappuccino was one of the biggest marketing ploys made by the company in an effort to reverse that trend. The drink has certainly garnered a lot of attention, but the actual taste received a considerable amount of mixed reviews. The big question going forward for Starbucks is: What comes next? Will they remain on a similar path with limited time offers? Or will they employ other marketing and branding strategies to re-establish their dominance in the industry?