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 brea
k 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.
k 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.
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?