The holiday season officially began at Starbucks Thursday morning with the unveiling of not one, but 13 new red holiday cup designs.
Starting Nov. 10, over 25,000 Starbucks locations in 75 countries will begin serving beverages in the new holiday cups that were designed by 13 women artists from six different countries, including the U.S, Indonesia, Dubai, Canada, Russia and South Korea.
Since the Seattle-based coffee giant launched holiday cups in 1997, its red cups—which traditionally feature a red background behind its logo—have become a holiday mainstay. However, the company is abandoning their one-cup campaign approach for the first time in nearly 20 years with the release of multiple cup varieties this holiday season.
“This year, […] we decided to do something quite different,” said CEO Howard Schultz to a crowd at the official launch in Manhattan on Wednesday. “With everything that’s going on in the world, and everything that’s going on in our country, we have a lot to be thankful for,” said Schultz, on the same day that Donald Trump was elected President.
The company released a video of the festive designs via Twitter on Thursday.
Paper cups aren’t usually the kind of thing that instill customer loyalty, but Starbucks has learned this lesson the hard way. Last year, Starbucks faced major backlash when the company debuted minimalist red cups that some complained weren’t “Christmas-y” enough.
After thousands of customers expressed their outrage on social media about the minimalist cups, Starbucks opted to turn to its customers for inspiration. Taking a more decorative approach this year, Starbucks launched its #RedCupContest campaign that encouraged people to draw their own design on last year’s plain red cups and then share their creations on Instagram with the world.
In just eight days, over 1,200 design entries were submitted from 13 different countries. The company then took 13 submissions from the crowd-sourced selection and made them into this year’s cup collection. All 13 highly decorative red and white cups feature some winter-like elements, including hand-drawn snowflakes, Christmas lights, candy canes, reindeer, tree ornaments and Santa’s sleigh.
“We hope that this year’s red holiday cup designs express the shared spirit of the holidays as told by our customers,” said Starbucks’ global chief marketing officer Sharon Rothstein in a press release.
In addition to releasing the red cups on Thursday, the coffee giant is also offering its annual “buy one, share one” promotion, where those that buy a holiday drink between 2 p.m. and 5 p.m. from Nov. 10-14 will get a second drink for free. The promotion runs through Monday.