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.
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