The Power of Seasonal Savoring
’Tis the season! Starbucks has brought seasonal coffee bliss back to its customers with its beloved Pumpkin Spice Latte (known as PSL by its fans). In just 10 years, Starbucks has created a fall tradition that translated into more than 200 million of these beverages being sold since it launched. Here's another product success story — perhaps a bit quieter, but one that also focuses on the branding and merchandising potential of one powerful verb: SAVOR.
Republic of Tea
The Republic of Tea gives its customers fair warning: "Rose Petal Black Tea is a limited-edition, seasonal blend. When it's gone, it's gone!" I was given this as a gift one Valentine's Day from a friend who knew of my love of roses, hearts, tea and all things queenly (it was first named Queen of Hearts tea), and was thrilled she found them all rolled into one blissful product. I actually squealed when I opened the canister the first time. The tea looked like potpourri, tiny real pink rosebuds floating amongst the tea leaves. And it smelled just like my favorite rose perfume. "Oh my gosh," I thought, "How can I possibly drink this? I just want to inhale it and then sprinkle it around all my rooms!!"
But drink it I did and wholeheartedly, no less. I thought it was the best tea I ever had. I went online to order more. I wanted more for myself and I wanted to send it to all my tea-drinking friends. But it was gone. I was out of luck. It was a seasonal tea and as I've learned, "when it's gone, it's gone." I was told I had to wait a whole year. I failed at the company's mission: "A Sip by Sip Rather Than Gulp by Gulp lifestyle." The folks at The Republic of Tea were going to teach me to savor.