Yes, I know it says Pennsylvania instead of Pittsburgh. But when something's black and yellow and covered in bridges, it obviously represents us—not Philly.
The mug is part of the Starbucks Local Collection 2016. This collection proclaims that "every place has a story to tell," and on the website, it says each mug was designed by someone who felt a connection to the place depicted on that particular mug.
The Philly mug isn't memorable enough to include here, but below are some of my favorite mugs from the collection. Each picks out a unique quality about the location shown, and represents those places well.
The Chicago mug features a classic patriotic color scheme. The slanted script and rippled water seem as though they'll fly right off this rendition of the Windy City. A modernist interpretation of the Sears Tower keeps watch in the background.
The D.C. mug captures the District at its best: during the National Cherry Blossom Festival. I love this festival—hundreds pink flowers soften the edges of monuments and museums alike, giving the whole city a warm glow.
The Maryland mug depicts the Chesapeake Bay and the aquatic nature of the state in beautiful blue hues tinged with green. It reminds me of road trips to Baltimore and Ocean City.
Starbucks seems to have created The Local Collection as a way to freshen up their prior take on localized mugs (we've all seen those old cookie cutter city mugs). But why should a large corporate chain like Starbucks take a localized approach to anything at all?
While Starbucks has a loyal consumer base, local coffee shops are a direct competitor to the chain—coffeeshops exist in a monopolistically competitive market. Unlike perfectly competitive markets, where goods are homogenous, monopolistically competitive markets are comprised of goods with slight differentiations. Brand loyalty is a huge factor in monopolistically competitive markets. In order to attract and retain brand loyal consumers, Starbucks needs to connect with local populations, like actual local coffeeshops do. What better way to connect than with customized mugs celebrating places across America?
The Local Collection 2016 is fresh, fun, and a great way to enhance the Starbucks brand. You can view the entire collection here. Which mug is your favorite?
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