We know you’ve noticed — pumpkin spice DOMINATES fall marketing! So, how can you get in on this delicious trend? And why is pumpkin spice even a thing anyway? Let’s take a little history lesson to the pumpkin patch today and learn about how this trend continues to spice up the fall season.
Pumpkin spice can teach us a lot about marketing. But this fall flavor’s “secret genius” isn’t all that complex. Its power lies in celebrating the warm, fuzzy feelings that autumn gives us. So, when you bring coziness into your marketing strategy, your audience is sure to stick around for more cozy drinks by the fireside and pumpkin carving challenges.
Pumpkin spice first arrived as a spice recipe in a 1796 American cookbook. In 2003, Starbucks introduced the pumpkin spice latte. Starbucks created a new generation of pumpkin spice enthusiasts who vowed to never let the tasty drink die.
Year after year, we wonder when the pumpkin spice trend will falter. But after 20 years, it has become so embedded in American culture that it doesn’t seem to be going anywhere anytime soon. In fact, this year, marketing campaigns featuring pumpkin spice saw a 19% increase in engagement. So, the pumpkin spice trend continues to grow!
How can your business glean some hype from pumpkin spice? First, find out what your audience loves about fall and build your campaign around that. Or maybe you already know what they love about fall, but business-wise, “Pumpkin Spice” just doesn’t fit your vibe. How about novelty products or silly ad campaigns that play off of Americans’ deep love for pumpkin spice? Either would be a great alternative. We’ve seen everything from pumpkin spice Spam to pumpkin spice Cup Noodles — and even pumpkin spice Greenies (doggie dental treats).
The critical thing to remember is that fall evokes feelings of comfort in your audience. If you can create a seasonal offering that helps your audience associate your business with fall, you’ll have customers for life. A little fall sentiment (and pumpkin spice) goes a long way.