“Starbucks wanted to promote the holiday season, yet do so in a manner that follows its corporate philosophy to surprise and delight customers. At Starbucks, red cups signal the start of the holidays,” said TK. “Everyday someone naturally forgets their coffee on top of their car. It seemed appropriately festive to join these two truths to celebrate the fun and togetherness of the holidays, reminding people of the brand in an unimposing manner. The cups on the rooftops caused quite a stir and inspired conversation and press around the world. People kind enough to point out the cup to the driver received a $5 gift card.”