SEATTLE – Starbucks’ Unicorn Frappuccino was created more for its sharability on social media than for people to drink, Mashable reports. Starbucks even admits that drinking the blue-and-pink drink that morphs from sweet to sour wasn’t its top priority.

“The look of the beverage was an important part of its creation,” said a Starbucks spokesperson. “Our inspiration came from the fun, spirited and colorful unicorn-themed food and drinks that have been trending on social media.”

The promotion, which lasted less than a week, is the most recent attempt by food and beverage retailers to capture online attention, rather than in-store purchases. The way customers photograph and post about food and beverages on Instagram and other social media platforms has made chains reconsider the visual appeal of menu items.

“It's affecting not just the menu and the plating and the packaging but what items they're actually creating,” said Aaron Allen, a restaurant industry consultant. “It's increasingly becoming part of the vernacular...of the marketing departments at major chain restaurants.”

Other examples of “stunt food” include Taco Bell’s Dorito Locos Tacos, Buffalo Wild Wings’ Mountain Dew flavored chicken sauce, and Jack in the Box’s bacon milkshake. “[The products] are designed to not look like there's that much thought and energy and effort that's going into it because the nature of these platforms is about looking like you've got less of a corporate, conglomerate, kind of big machine that's doing it,” Allen said.