|Starbucks is breaking its first national TV ad campaign today. As reported in Advertising Age, the first of three animated 30-second spots will appear on cable networks, followed by two additional spots that launch on November 26th. Some of the spots are expected to run on network TV as well. The campaign, called “Pass the Cheer,” will be the focus of Starbucks’ effort “to reach out to a broader audience,” according to CEO Jim Donald. With the maturity of the brand and the “Starbucks experience,” saturation of Starbucks stores in the marketplace and fewer transactions per store, the coffee café giant needs to get consumers to come in and buy another cup. In response to questions from industry analysts, whether Starbucks had reached a point where it had too many stores and outlets, Mr. Donald demurred. Although Starbucks plans to open 1,600 stores next year, 100 fewer than originally planned, he said that the “saturation comment’s overblown.”||
Starbucks, spread the cheer the right way!
|But perhaps with gas at $3 a gallon, more people are thinking twice about that $3 latte. To get them back in the groove, Cheer Passes will be handed out at Starbucks events throughout the holiday season. By going to a special website (ItsRedAgain.com), you can share a holiday cheer story and read the stories of others. Aw, gee. We’d like this idea a lot better if Starbucks donated a nickel to a good cause for every unique visitor to the website, and passed some holiday cheer to the people who really need it. If you’d like to spread the cheer by purchasing coffee that saves the environment and helps needy people, learn more about sustainable coffee—organic coffee, shade-grown, bird-friendly and Fair Trade Certified coffee—and check out some of our favorite organic and Fair Trade coffees.|
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