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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