Over the last months Starbucks has done a fantastic job in injecting their core brand promise to the public. Ranging from NY times full page advertisement to outdoor posters the message was the same: it’s not just coffee… it’s Starbucks. All backed up with quality & fair trade messages. I really liked this campaign and it did give me the ‘feel good’ feeling when sipping some vanilla latte at the local Starbucks.
I mean: who would not be happy to know that the coffee beans used in Starbucks coffee come from well selected farmers and contains 3% of the world’s best beans? That must mean there is a lot of crap coffee out there! Even though I am sure nobody ever really bothers about that when drinking coffee in a restaurant or even at home: ever seen a pack of coffee in the local super market that contained the worlds 1% best coffee beans?
So, why does it work here so well? My take on it is simple: quality and fair trade is a great differentiator in the ‘fast food / fast delivery’ segment Starbucks operates in … nobody else can claim it. The Starbucks message works very nicely against local deli’s/ supermarkets, Dunkin Donut, McDonalds etc.
I am a believer: in this segment there is only place to get a cup of coffee as good as Starbucks… it’s Starbucks!
Update july 12: this morning an other advertisement in the New York times. Enticing title “A cup of Starbucks coffee, a brand new blueberry muffin and all is right with the world”. How cool is that!? Especially when you read that the new recipes “swear off unappetizing artificial trans fats, artificial dyes and flavors, or high-fructose corn syrop”. Now that is even cooler! I feel now even better taking a high calorie muffin with my coffee:-) Point is of course: Starbucks is hitting home run with their brand promise and differentiating at the same time and is doing it in my opinion very well.