Starbucks Via Marketing Campaign Met Opposition. Is it Company Smart Move or Big Failure.
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On Wednesday, September 30, 2009 Starbucks introduced Starbucks Via, new instant coffee in all location across United States. It was supported by massive advertising campaign prior launch. Starbucks expects around 10 million customers to come and try instant coffee for free in 7 500 locations.
Starbucks Via TV ad:
Starbucks runs ads tryiong to explain that new instant coffee has the same taste like regular one. “We’re so confident that you won’t be able to tell the difference between Starbucks VIA and our brewed coffee, we’re inviting customers into our stores to see if they can tell the difference,” Starbucks CEO Howard Schultz notes. But entire marketing campaign can’t convict some critiques and coffee lovers who think that it could be the biggest failure for the company.
Gothamist states: “Starbucks Instant Coffee Instantly Hated by New York” and point at customers who simply say “It is bad!”. The Motley Fool compared Starbucks new strategies with Coca-Cola failures in the past in the article “This May Be Starbucks’ Dumbest Move Ever“.
P.S. I am totally in love with TV ad for Starbucks Via. It is really random to show Civil War Actors, People who like their Pets, or People who yell Town Hall meetings. Me and my sister was laughing entire evening.
July 4th, 2010 at 4:53 am
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