Monday, May 25, 2009
Has Starbuck’s missed the mark with its new advertising campaign?
In the beginning of May 2009, Starbucks, once famous for not engaging in traditional advertising, launched a campaign to address an -8% decline in same store sales during the first quarter of 2009. (Miller, 2009)
According to CEO Howard Schultz, as quoted in the Wall Street Journal, “We know from our research that customers are not defecting away from Starbucks; they’re just coming less often or cutting out the occasion”. (Jargon, 2009)
Given that input, do you think this ad makes sense? Does it make you want to go into Starbucks more often?
Miller, C. (2009, May 19) New Starbucks Ads Seek to Recruit Online Fans. nytimes.com Retrived, May 25, 2009 from
Jargon, J. (2009, May 4) New Ads Will Stir Up Coffee Wars. Wall Street Journal, pB7.