Meet Pike Place, the Ghost of Starbucks Past
On Tuesday Starbucks debuted the fresh-brewed Pike Place Roast, named after the street where, in 1971, the first Starbucks was born.
Print ads by Wieden+Kennedy ran in newspapers in most major cities. The bright colours and simple messages coax people to associate Pike Place with everyday workingman coffee (at $2 for a grande? Come ON). Creative concludes with the statement, "37 years in the making." So I guess this is the trump card.
And the trump card feels very Dunkin'.
Adding to the blue-collar feel is the return of the original topless mermaid logo, which we don't like and which always seems to come out when Starbucks is in dire straits.
Anyway, enough bitching. Time to watch our favourite coffee chain don garish clothes and beg for love on the street:
- If you like coffee, try it.
- Starbucks introduces coffee.
- OUR SMOOTHEST COFFEE EVER.
- Ask for it by name. Coffee.
The Arizona Republic said there was a big turnout on Tuesday but all in all the reception was pretty mellow. One guy said he likes it but would still rather go to an indy chain. Way to blow a wad and some dignity.
Comments
I have a friend who works at starbucks, and informed me of this change in coffee a few weeks before it occured. The roast of the bold was too dark for people so they replaced it with pike place as an inbetween for bold/mild drinkers.I agree with what you say they are going after a demo they never really had. Dunkin Doughnuts people will never switch sides.
Why don't I get this ad?
the rumor, albeit now confirmed by friends of mine at starbucks, is that the "in-house" starbucks ad agency has now dissolved, handing everything back to wk. over the past year, starbucks has hired very talented creatives in the seattle market to work in-house at the bean-pushing juggernaut.
sure, a myriad of agencies have had a small piece of the pie in recent months, but i guess starbucks and wk are fully back and bed.
but for this?
Looks like someone jumped the shark at Pike Place Market.