2. Call it how they see it.
When a colorful secret menu item became an Instagram sensation this summer, Starbucks carefully capitalized. Formally a Strawberry Acai Refresher made with fresh berries and coconut milk instead of water, fans dubbed the remix #PinkDrink, and it went viral. Starbucks played along, even suggesting more colorful riffs such as #PurpleDrink, which garnered nearly 32,000 likes.