Victoria Solomon > Blogs

Starbucks Advertising

Posted by Victoria Solomon

In the past year, Starbucks has launched a new ad campaign that features typography/background of old, rich, coffee, farming textures with witty taglines. These taglines tell consumers that yes, there is other coffee other there. They acknowledge their competition, such as Dunkin Donuts or Coffee Bean. However in two lines, they offer evidence as to why they are better. Starbucks' ads tell how some coffee places may be cheaper, for example Dunkin Donuts, but that you are sacrificing quality. This advertising campaign effectively parallels with Starbucks ideals. Starbucks is known for having rich, good quality coffee at a higher price, with a great store atmosphere. With their advertising, they do not offer change or a new product, but just reemphasize the quality of their coffee and why you go there. Not why you SHOULD go there, but why you already go there. This advertising campaign was most likely to keep their current customers from switching over to Dunkin Donuts or McDonalds, despite weak economic times and their big price differences.

I think this advertising campaign was/is effective because when you think of Starbucks you think of high-end coffee, with a bit of eliticism attached to the price tag. Their store/advertising doesn't have the "You Kin Do It" community, working class quality that Dunkin Donuts promotes in their campaigns.