Sneak Peek: Starbucks New Ad Campaign
By Stacy Graiko
May 2, 2009
Starbucks’ new ad campaign positions the coffee purveyor as an ethical company worth paying more for. It’s set to break in the NYT this Sunday. You can see Schultz talking about the campaign here. He seems really genuine about wanting to tell the world what Starbucks is all about; but the singular message I get from it is that Starbucks costs more (and it’s worth it). I guess I hoped the first time Starbucks talked to a national audience in this format they’d have more to say, and would make a more emotional connection with their audience. This effort leaves me disappointed. What do you think about the campaign?
Read the WSJ’s coverage.
Read the WSJ’s coverage.
Although I agree that it is disappointing that Starbucks new brand campaign does not focus on creating an emotional connection with its customers, it may be appealing to customers’ egos. A person may feel pride that their coffee is made with fair-trade beans, etc. Any thoughts on this “I’m a better person because I eat/drink at Starbucks” idea? Do you think it’s an effective marketing campaign?