Seasonal moments can be emotional touchpoints that invite consumers into a shared celebration. Whether it’s a limited-edition drop or festive packaging design, brands that master well-timed storytelling often find themselves at the center of cultural conversation.
Already this year, Starbucks has once again taken the seasonal spotlight with the release of its limited-edition “Bearista Cup”. This 20-ounce glass cup shaped like an adorable bear wearing a green beanie is part of its 2025 Special Holiday Collection. The launch drew long line-ups with some fans waiting outside stores as early as 3:00 am. It sparked a social media stir that quickly spread into resale markets within hours. The Bearista cup offers lessons on how to build emotional resonance through occasion-based marketing.
Image Source: Starbucks Official Website
Seasonal Marketing Creates Traditions That Create Anticipation
People naturally attach meaning to seasonal events. Holidays and traditions evoke feelings of nostalgia, joy, and excitement. Brands that understand this emotional landscape can create campaigns that resonate deeply.
The Bearista Cup taps into collective nostalgia not just for all things holiday, but for the seasonal drop of the new Starbucks holiday cup designs. As a result, shoppers feel like they aren’t just buying merch, they are claiming a sense of belonging to Starbucks’ holiday tradition.
Starbucks has spent decades crafting a consistent language around the holidays, from its iconic red cups to seasonal flavors. That continuity of storytelling has built deep emotional equity, which makes each new drop feel significant. Brands that want to replicate this success need to think beyond the single product and design the entire seasonal story.
Seasonal Design for Connection
A well-crafted seasonal campaign feels like an event in its own right. Our ThinkBlink tenets provide guidance that can be leveraged for seasonal initiatives.
Tenet 1: The Heart Wins… especially at the holidays
UK supermarket brands appear to have an unofficial tradition of trying to outdo each other at the holidays with emotionally impactful video ads. Not only is some excellent creativity on display, but the ads have become a part of the UK holiday season that stir up a lot of chatter. For instance, this year’s Waitrose Ad, entitled the Perfect Gift, delivers a charming blend of humor and heart. Framed as a mini rom-com, it stars actress Keira Knightley and comedian Joe Wilkinson, whose love story begins appropriately enough, at the supermarket cheese counter. What follows is a playful narrative filled with warmth, wit, and unexpected twists, capturing the spirit of the holidays with a reminder that good food and the love shared over it is meant for everyone.
Tenet 2: Strategic Design imprints magical memories
Storefront displays like Selfridges and Macy’s have become part of the holiday tradition for Londoners and New Yorkers, as well as an attraction for tourists. Using their storefronts to showcase all kinds of stories, ranging from product stories to ritualistic celebrations that have nothing to do with the product. Holiday initiatives can’t be overly sales-y; it has to reflect the spirit of the season to really resonate. And the more magical the design, the stronger the memory.
Tenet 4: Consider Context and how it can work to your advantage
Bubly had an organic connection to singer Michael Bublé because of the name. The brand cleverly pulled him in as a partner, first at the Super Bowl and then over several holiday seasons with a MerryBerry Bublé flavor. The launch for the holiday LTO included a free concert at the Toronto Eaton Centre to a packed house. The design, with a knitted pattern that feels cozy as well as colorful, was leveraged to augment the performance and connect the brand to the celebrity, who sang holiday tunes to a thrilled audience.
Image Source: SLD
Tenet 5: Create traditions of connection
Tim Hortons has an annual Holiday Smile Cookie campaign as part of its seasonal strategy. Running at the end of November to capture American Thanksgiving, leading into the holidays, these donation-driven campaigns create a sense of community giving at the time of year when supporting others is top of mind. This campaign also taps into tenet 3, the power of simple storytelling. A simple cookie with a smile is a low-cost, easy way to participate in giving to your community. Last year, the Smile Cookie raised over $10.7M, with 100% of proceeds going to work for local charities, community groups, and the Tim Hortons Foundation camps.
In Conclusion
As the holiday season unfolds, the Bearista phenomenon serves as a reminder that the brands that connect emotionally will always win the moment. Capture the spirit of the season through emotionally impactful design, community-focused initiatives, and experiences worth sharing. When repeated year after year, these moments become part of our holiday traditions.
