Is Starbucks Fizzio About the Social Peer Pressure?
I’m taking a guess here, but Starbucks latest venture into handcrafted sodas seems a little odd. The Fizzio is made fresh using no artificial flavors, no preservatives, or high fructose corn syrup, and is somewhat low in calories. Uncharacteristically for Starbucks, the Fizzios are caffeine-free. So why roll out the Fizzio, even if it’s only available in certain markets? It’s because of social peer pressure.
Have you encountered this scenario? Say you’re at work one afternoon, want a break, and decide to make a quick trip to a nearby Starbucks. You ask if any coworkers want to come along. The caffeine addicts duly agree needing a post lunch hit. Then there’s the tea drinkers who don’t want all the caffeine and coffee brown-ness, but they come along for the Teavanna drinks like the Shaken Iced Blackberry Mojito Tea. Lastly, there’s the non-coffee drinkers. Yes, they really exist and have no reason to visit Starbucks with their fellow peers. Until the Fizzio.
See, with the Fizzio, the non-caffeine drinkers have a valid option at Starbucks. They can join the social circle of Starbucks fans and can avoid awkward peer pressure. They don’t have to go along with everyone else just to get a cup of water or a non-appreciated drink. They too can enjoy a sophisticated drink that won’t make them feel guilty with an abundance of calories or cost. It’s an all-around win.
