Choose a campaign angle, not a new product every season A strong existing drink can be refreshed by changing the consumption occasion. For Pistalatte, iced service can lead in summer and hot service in winter while the core brand story stays intact.

One message, one visual focus Guests should understand the campaign in seconds. Short seasonal lines should support the product rather than compete with it.

Design for each channel A social post, story, digital menu and website banner should not force the same crop. Mobile works better with portrait or square visuals, while desktop web needs wider compositions and less text.

Measure what happens Track unit sales, daypart, hot-versus-iced mix and social engagement. These signals help decide which message and service style should lead the next seasonal campaign.