Remember when Starbucks had just announced their logo’s evolution into a simple cut out of the siren? Well now, it’s official. On March 8th, Starbucks got the big 4-0 birthday, and to throw out a big international party, it came up with new products, new cups and a new attitude. (See new items & catalogue –> http://news.starbucks.com/article_display.cfm?article_id=502)
40 years into the coffee market, what has Starbucks contributed with? Well, generally, before Starbucks’ existence, coffee was served by the small 8 oz cup (or just an espresso shot if you were anywhere near a European influenced coffee shop). People weren’t quite sure of what a Latte was — although in Italian “Latte” is milk, so it’s kind of wrong to say “I want a Latte” it would be just like saying “I want a milk”–; words like “venti” and “macchiato” were no where near a regular person’s vocabulary.
And even though some people might say today “America runs on Dunkin'”, in Manhattan alone, there are 171 Starbucks establishments… just ask Mark Malkoff and his caffeine meltdown while visiting all 171 of them (watch video here http://www.youtube.com/watch?v=CwYxuV2dVzw ). Major movie product placements, like in “The Devil Wears Prada” as we watch poor Anne Hathaway burn off some hand skin as she runs along with her boss’ hot Starbucks.
Have you come to think what people do when they go to Starbucks? Or better yet, what do they use Starbucks establishments for? Do some work, Internet access, job interviews, chit chat with friends, dates, break ups, reunions, class, etc.
Thus “Tribute” as their new coffee blend is named, is a suitable product-based campaign for a 4 decade long revolution not just in the coffee industry, but in the Westernized world in general.