For over two decades, Starbucks has captured the holiday spirit in the Philippines through its annual holiday tradition, a campaign that resonates deeply with Filipino customers. With the launch of its 2025 Starbucks Traditions Collection today, Oct. 29, 2024, the brand is once again inviting customers to “Sip, Celebrate, and Repeat,” making the holiday season even more festive.
According to Jamie Silva, senior manager of marketing for Starbucks Philippines, the tradition began as a simple promotion. “Our customers already had a strong affinity for the brand, so they wanted to take home a piece of it,” Jaime explains. “Over the years, it became something unique—a thrill of having something you can’t just buy. This really resonated with our loyal customers who frequently visit our stores.”
Each year, Starbucks takes customer feedback into account to enhance the holiday collection, which is more than just merchandise. “Every year, we listen to what our customers want,” Silva says. “It’s a balance between their interests and our vision for the brand. We aim to reflect both coffee and art, along with the special elements they look forward to each season.”
This year’s collection includes five items, available with 17 e-stickers, which customers can earn by purchasing their favorite Starbucks drinks. Highlighting the collection are items like the 2025 Sable Planner and Pouch, featuring a leather cover in rich sable and a matching rose-gold pen. For customers who prefer cold beverages, the Turquoise and Indigo Cold Cups, with their vibrant hues, are designed to keep iced drinks refreshing and stylish.
The collection also taps into new digital channels, allowing online shoppers to redeem Starbucks Traditions rewards. “Our digital platform has grown significantly since the pandemic, and it’s a behavior that has persisted,” Silva notes. “Whether they’re in-store or online, we aim to meet our customers where they are.” Through partnerships with platforms like Lazada, Starbucks Rewards members can now earn e-stickers from online purchases, allowing them to participate in the holiday tradition more conveniently.
The Starbucks holiday campaign runs from November 2, 2024, to January 2, 2025. With each handcrafted beverage purchase, customers earn an e-sticker toward their choice of rewards, a system that Silva believes helps maintain the campaign’s appeal. “It’s that blend of anticipation and exclusivity that has kept our customers engaged year after year,” Silva adds.
After 22 years, the Starbucks holiday tradition continues to thrive in the Philippines, bringing a sense of joy and community through each season. And for Jaime, nothing completes the holiday vibe quite like a festive cup of her favorite—peppermint mocha, with a twist of toffee nut for an extra layer of holiday warmth.
"I’m a mocha person, so peppermint mocha is my go-to during Christmas. Sometimes, I like to add a twist to it, so Peppermint Mocha is is go-to holiday drink."
