Starbucks build a light up, gingerbread smelling, tree of cups

With Halloween out of the way companies turn their attention to Christmas with trees already popping up in department stores nationwide.

Cue the Starbucks red cup, used during the festive period every year although this time they have gone one better than simply changing the cup colour.

Partnering up with Manning Gottlieb OMD, Fuse and Mobile5, they have built a giant tree of red cups in Kings Cross station that not only smells of their famous gingerbread latte but also gradually lights up the more people tweet using #redcup.

The hashtag was also displayed on screens across the station and customers were treated with complimentary gift cards for as long as the tree is standing. On top of that, Twitter have got involved and designer their own ‘red cup’ emoji that appears every time someone tweets using #redcup.

Food & Drink Technology