Scarcity and hype: How a Starbucks drink captured the world for a weekend

Nearly a decade on from its first limited-edition launch, the US coffee chain’s viral Unicorn Frappuccino made a brief triumphant return last weekend and added significant sparkle to Starbucks’ sales and cultural capital

Starbucks is no stranger to the art of limited-edition merchandise launches, seasonal menu unveilings and high-profile celebrity partnerships to generate publicity and hype.

Now, the US coffee giant – which has also found success with its Red Cup Day promotions, Autumnal Pumpkin Spice Latte launches and Bearista Glass Cups merchandise – has provided an update on one of its highest-impact limited launches to date: the Unicorn Frappuccino.

First launched for a short-period in the US in April 2017, the blended ice beverage became an immediate sensation for its colour-changing syrups and striking visual appeal.