We Like These Social Posts

Did you know that today is the 15th birthday of the Starbucks Pumpkin Spice Latte? Me neither. But I do now. And there's a lot to like about this series of social media posts I saw on Starbucks' Twitter feed earlier today.

Starting at midnight. with a new entry every 3 to 4 hours until 10am, Starbucks posted fun little celebrations of the Pumpkin Spice Latte's birthday. Of course, there was also the obligatory corresponding hashtag #HBDPSL.

Post #1 was a relatively simple "It's My Birthday" post, which caught my eye because it was a GIF. That animated image of the cup moved from out-of-frame into the frame and back out again. Remember, kids: video is 8000% more noticeable in a social media post than a picture. (That is a completely invented number, but the sentiment is true nonetheless).

Post #2 was a fun little take on the concept of a stationary object enjoying a real-life activity such as opening its birthday gifts. It's a good-spirited follow-up in case you missed the first tweet at midnight.

Post #3 got a little cheekier, with a Pumpkin Spice Latte enjoying a bit of relaxing spa time. This was also a GIF, with each slide having a different meaning for the acronym "PSL". I could have done without that -- I thought the bathtub photo itself was strong enough. Using a GIF was probably just an attempt for the post to be 8000% more noticeable.

Post #4 returns to the "Slice of Life" style with a funny riff on "Bad Family Photos".

The PSL created its own market when it was introduced in 2003. It was an instant hit, available at first in only two markets, and so successful they had to increase production to keep up with demand. It is also a social media star. Just ask a certain relative of mine who every year posts "Pumpkin Spice Latte is here!" like it's the first day of Summer.

We like these posts because they are done in the same spirit as the PSL is itself: something that nobody needs but is worthwhile nonetheless. They are edgy, but not too edgy, and they keep with the general "feel" of Starbucks. The comedy is cute but not too silly. They are "short & sweet" just like some Starbucks beverages.

And the 4am tweet answers that question I never thought to ask: "Is a Pumpkin Spice Latte male, or female?"

Image collage created using 2018 tweets, copyright Starbucks Canada