This month the Pumpkin Spice Latte is back for it's 11th season at Starbucks. For many this unique drink marks the return to fall. Starbucks has had great success with the Pumpkin Spice Latte and this year they offered a sneak preview of the limited edition product. Starbucks held an online scavenger hunt via twitter, and called the challenge #SpotTheSpice. Customers had the opportunity to unlock secret passwords in order to get the special drink a week earlier than its official release. The Pumpkin Spice Latte has remained as the all time best-selling beverage that Starbucks has to offer.
The #SpotTheSpice challenge demonstrates the brilliance behind marketing and how naive consumers can be. What Starbucks does so well is they take a product that sold well and they made it seasonal. By making it seasonal it enhances the "want" factor of a product, because people won't always have access to it. Then they made the product accessible through an online scavenger hunt that was trending in minutes on twitter, which not only marketed the Pumpkin Spice Latte but also the Starbucks brand itself.
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