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#1 Campaign
All Sectors · July 2026
Pink Drink Bearista Cup Relaunch
Monday 22nd June, 2026
Starbucks re-released its viral Bearista glass as a Pink Drink–inspired Cold Cup — a collectible glass featuring the bear in a pink hat with a strawberry straw topper — and staggered availability (Starbucks Shop Reserve early access on July 9, wider select in-store release July 13, two-per-customer limit) to drive buzz and scarcity-driven coverage.
Why it worked: It turned last year’s sell-out into a timed “drop,” using membership-gated early access and strict limits to manufacture urgency and headlines.
The lesson: Consider staging a sequel drop to a past sell-out, with loyalty-tier early access and per-customer caps to spark coverage.
Starbucks
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