Starbucks Trashes Brand With VIA


We're already over a week late on this but...Starbucks recently launched its new VIA product yesterday. For those of you living in a coffee vacuum VIA is Starbucks' answer to the one shot coffee pod trend in home brewing. The brand is touting the offering as being so good "you won't be able to tell the difference between Starbucks VIA and our brewed coffee."

Um what? Isn't this completely counter to the brand Starbucks? Hello? Starbucks? We visit your stores for the highest quality brewed coffee. We happily pay a little extra for your unique ability to make that great cup of coffee a cup we CAN'T get elsewhere. Your outstanding personal service (most of the time). And sometimes the ambiance. We WANT to taste the difference.

From this viewpoint, the campaign should, perhaps, have headed more towards "when you can't get here, we"ll bring it to you" or "in an emergency, just add boiling water." Clearly, not as good but if you really need your Starbucks fix and can't get to a store, you can find it right in your kitchen cabinet

- Written's a secret.

by Steve Hall    Oct- 6-09   Click to Comment   
Topic: Bad, Brands, Campaigns