When I came to Seattle, I always felt exited to buy a cup of Starbucks coffee. I am still a big fan for Starbucks now, but for some reason, I don't feel excited anymore. What happened? Here is a common problem that a global brand has to face: when the market size get large enough, the continued growth will get slow. Offering new drinks is a good way to get some customer's attention and increase sales. However, most customers have their own drink habits. They usually order the same drink. And there are so many substitutes such as bubble tea. For Starbucks, how to make customers get exited about the brand again? How to expand more market? One idea comes to my mind is run a cross promotion campaign with Kate Spade in Valentine's Day. Why? I love to read Chinese brand campaign and advertising news every day. A couple months ago, Lay's worked with UGG to offer limited summer pink gift box and a new collection of spring chips in the Chinese market.