Winter is coming, and with it, Christmas. Companies are taking advantage of the season to release merchandise that captures the spirit of the time of year when everything revolves around December. Starbucks has done just that, launching a new seasonal beverage sold in a unique cup that has sent consumers flocking to stores to get their hands on one. Lines, scalpers, and fights are forming as people scramble to get their hands on the coveted Bearista Cup.
The new bear-shaped Christmas cup, launched by Starbucks, sold out in minutes and reached prices of up to $400 on the resale market
There’s a term that’s been used quite a bit lately: FOMO (Fair Of Missing Out). It’s a feeling very much of the 21st century, where people feel sad, anxious, stressed… about missing out on an event that ‘everyone’ is going to, a viral trend, or the purchase of a gadget, as in this case. The new bear-shaped Christmas cup, launched by Starbucks, sold out in minutes and reached prices of up to $400 on the resale market, becoming the most viral item of the season. Everyone wanted to get their hands on one of these cups, take a picture, and be part of the viral phenomenon.
This tumbler has a capacity of approximately 20 ounces and is designed for cold drinks, with a reusable straw
The Glass Bearista Cold Cup, a glass tumbler with a bear design and a green hat-shaped lid, has become a symbol of Christmas for many, especially those who share almost all their life experiences on social media. In the United States, thousands of fans lined up before dawn; some got into altercations, while others resorted to online resale. From the first hours after its release, fans queued outside stores, some even as early as 3 a.m., as happened in El Paso, Texas. This tumbler has a capacity of approximately 20 ounces and is designed for cold drinks, with a reusable straw. Images on social media showed long lines of people determined to get their hands on the product, reinforcing the power of exclusivity and the shopping experience as key factors in generating desire.
The fact is that this type of launch not only boosts direct sales but also generates digital conversation, visibility, and brand positioning. This is especially true at a time when Starbucks is focusing on returning to its original business model, one of the key characteristics of which is face-to-face interaction with consumers. For this reason, a few months ago they decided to eliminate their product pickup points, which had become particularly profitable after the 2020 pandemic. The success of the Bearista tumbler has transcended the product itself, sparking interest in similar items, such as Kirkland’s bear-shaped honey jars. Sometimes, brands simply go the extra mile and achieve phenomena like this.
Starbucks managed to transform a simple cold beverage cup into a design icon and a symbol of emotional connection
Beyond becoming an exclusive and collectible item for some, the Starbucks Bearista cup is more than just another piece of merchandise; it’s a product designed to generate emotion, exclusivity, and virality. This phenomenon demonstrates that consumers value products that convey tenderness, nostalgia, and an emotional aesthetic. The importance of iconic characters and adorable designs is solidified as an engagement strategy.
Today, with the sheer volume of stimuli people encounter on social media, marketing campaigns have to work even harder to truly move or surprise customers and consumers. This is precisely why Starbucks’ campaign deserves even more analysis and attention. Starbucks managed to transform a simple cold beverage cup into a design icon and a symbol of emotional connection, reinforcing the power of sensory marketing and visual storytelling. Starbucks even posted teasers on Instagram and other platforms showing the cup in use before it was even available in stores, generating excitement almost like a movie trailer. Ultimately, it’s a campaign applauded by many marketing experts.