The Starbucks x Moleskine 2016 Planner promotion was a limited-time marketing campaign conducted by Starbucks in the Philippines, offering customers a branded planner as a complimentary gift in exchange for purchasing specific beverages. The promotion ran from November 2, 2015, to January 7, 2016, with redemption of the planner itself available until March 7, 2016. The offer was restricted to customers purchasing beverages at Starbucks stores within the Philippines, as indicated by the DTI-FTEB SPD Permit No. 10616, Series of 2015.
Promotion Mechanics and Eligibility
To qualify for the complimentary planner, customers were required to collect a total of eighteen (18) stickers. These stickers were distributed on a promotional card known as the Starbucks Christmas Traditions Promo card. Customers could obtain this card starting November 2, 2015, with no initial purchase required.
The eighteen (18) stickers needed to complete the promo card were divided into two specific categories:
- Nine (9) Stickers from Holiday Featured Beverages: Customers had to purchase nine beverages from the designated holiday menu. The specific drinks included the Christmas Panettone Latte, Toffee Nut Latte, and Peppermint Mocha. These beverages could be ordered hot, iced, or as a Frappuccino blended beverage.
- Nine (9) Stickers from Starbucks Core Beverages: The remaining nine stickers could be earned by purchasing any Starbucks Core Beverage. However, bottled beverages were explicitly excluded from this category.
If a customer purchased a beverage that qualified for the Holiday Featured category but that specific drink was unavailable, the promotion rules stated that customers could substitute it with any espresso-based or Frappuccino blended beverage of their choice.
Combining Promo Cards and Alternative Redemption
Customers were allowed to combine up to two (2) promo cards to reach the required eighteen (18) sticker total. However, strict conditions applied to this combination: the combined cards had to demonstrate that the customer had purchased at least nine featured beverages and nine core beverages. It was not permissible to combine two cards that only contained core beverage stickers.
In addition to the sticker collection method, there was an alternative path to obtaining the planner. A single receipt purchase of food, merchandise, Starbucks VIA instant coffee, or whole beans with a total value of P7,000 (Philippine Pesos) also entitled a customer to receive a planner.
The Planner Product: Design and Features
The 2016 planner was a collaboration between Starbucks and Moleskine, a well-known brand of notebooks. The product featured specific design modifications compared to previous years:
- Mini Planner Edition: A new addition for 2016 was the availability of a mini version of the planner. This smaller format was designed to be more portable and handy. It shared the same design aesthetics as the larger version but required the same 18-sticker threshold to redeem.
- Lighter and Thinner Construction: The 2016 planner was described as thinner and lighter than previous iterations. The cover was noted for having a "simple and humble touch," moving away from the thick coverings of past years. This change made the planner more convenient for carrying.
- New Print Style: The interior of the planner was updated to resemble a notebook with more space for writing.
- Packaging and Aesthetics: The planner was wrapped in plastic rather than a box, which was viewed by some as a minimalist and chic design choice. It was available in standard issue colors (green, red, and black) as well as a white option, which was noted as the first time a white planner was released.
- Binding: The planner utilized a garterized binding (an elastic band to hold it closed), a design choice made in previous years as well.
- Freebies: The planner was described as coming with "lots of fun freebies," though specific details on what these freebies were not provided in the source material.
Conclusion
The Starbucks x Moleskine 2016 Planner promotion was a structured loyalty incentive designed to drive beverage sales during the holiday season. It required customers to accumulate eighteen specific beverage purchases, with a strict division between holiday-featured drinks and core beverages. The program offered flexibility through a two-card combination rule and an alternative bulk purchase option. The product itself was a collaborative branded planner featuring a new mini size, a lighter build, and updated interior design.