Starbucks eyes more innovation after Unicorn Frappuccino success

April 28, 2017

Consumers apparently like their color-changing drinks.

Starbucks Corp.’s Unicorn Frappuccino was a short-lived product with a big impact. The bright blue and purple drink, which changed colors and flavors with a stir, apparently sold well in the few days it was available in April, while generating the Instagram and Facebook posts the company sought.

The drink “drove significant traffic, incrementality, awareness and brand affinity,” Starbucks executive chairman Howard Schultz said during the company’s earnings call on Thursday. And it won’t be the last such time Starbucks does such a thing. 

“Just stay tuned, because we have a lot more coming,” he