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 McDon ... more »
Posted: October 6, 2009 12:10 am | 0 comments
Tags: advertising, Coffee
Since I explored Starbuck's advertising last week and their target against companies such as Dunkin Donuts or McDonalds who are providing lower cost coffee, I wanted to explore McDonald's ad campaign that took place last winter/spring of 2009. McDonald's launched an ad campaign over winter 2008 to spring 2009 in honor of their new coffee drinks. They wanted to separate themselves from Starbucks in the area of cost, but not quality. Not only did they create a series of billboards with creative lines, but they also played with the urban layout of major cities. For example, the ad below plays with the idea of street lights.
Right near my house in Los Angeles, CA, this giant frappucino is breaking out of a Citibank building.
I love these ads. Finally there is some creativity coming back in advertising. Creative taglines, creative plays on our environment, and being humorous. They definately bring the working class back into coffee and get that target audience. They get this targ 
Chase uses humorous taglines that plays on the weather, in San Francisco. Citizens of San Francisco can then connect to these taglines. This creates a positive brand image for Chase. Chase put up t 