Every Coffee should be a Starbucks
Starbucks may be the largest coffeehouse company in the world, but they are relative new in the Russian market. In order to position themselves over the more established Russian coffee chains, ad agency BBDO Moscow has created a simple solution for them. The agency designed postcards that doubled as takeaway coffee sleeves, which were offered directly to customers from other coffee chains. These postcards gave customers a chance to ‘upgrade’ their takeaway coffee cups to an iconic Starbucks coffee cup. The postcards were also placed in fashion and bookstores close to their competitors’ coffee shops. According to the agency, Starbucks has succeeded in building their reputation in Russia and their franchise ownership has increased. What do you think of Starbuck’s ‘aggressive’ advertising?
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5 Commenti in: Every Coffee should be a Starbucks
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I think it’s really weird… who’d want to be seen drinking Starbucks’ ??
Incredible waste of paper/cardboard….
It’s interesting that in London and San Francisco, people go out of their way to avoid SBUX coffee. The complaints generally range from it’s over-priced to over-roasted to over-crowded.
The Moscow campaign at first glance is a nice marketing stunt, however, it also makes very plain that the ‘value’ in ordering a Starbucks is not what’s in the cup but the brand association from carrying a Starbucks coffee around. It may work in Moscow in terms of an emergent market for ‘micro luxury’ experiences. As mentioned, it’s very high risk in terms of divorcing the brand from the product – to the point of even apply the brand to other, potentially massively inferior products.
[...] Online and Ukrainian marketing site Proreklamu praised the bold move, while the design blog Feel Desain and it’s readers questioned [...]
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