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.
I did have many Rose Tea compatriots. Look at what a few others had to say about this blend:
"I read the other reviews before buying this tea about how relaxing and ‘take away’ this tea is. It wasn't until I experienced myself that I was amazed. The aroma in and of itself is perfect and you don't even have to drink it to start experiencing the pure enjoyment of it. Just opening the lid, all of your senses are taken away. It smells like a fresh bouquet, looks beautiful with the full petal presentation, and then … the taste and aroma make you feel relaxed and of royalty. So glad I tried this. I am forever a fan."
"Just looking at this tea in the tin makes me happy — chock-full of dainty pink rosebuds and rose petals. You can smell a field of roses with each sip — delicious! I'll definitely order it again next year."
"I ordered this tea for the first time last year, and just had to order it again this year. I've had other rose teas, but this one is the best; the rose flavor is present (with even some tiny whole buds), but not overpowering. The blend is perfection. The one downside is that it's seasonal and gone after Valentine's Day."
"The Republic of Tea savors tea like winemakers savor wine. This isn't its only seasonal blend or even year-round tea worth savoring. It's just my favorite. Just be warned, if you try one, do so sip by sip."
ThinkAbout SAVOR: How does your product create anticipation in advance of its enjoyment? Would a limited-edition protocol on a few of your products increase its pleasure? How might you encourage your customer to truly savor your product experience?