Stephanie Fierman - Marketing Observations Grown Daily

Starbucks Takes A Good Thing And Acts Like Starbucks

Wednesday January 21st 2009, 7:40 pm
Filed under: ad agency,advertising,branding,loyalty marketing,US economy,word of mouth

How long did you think I could go in 2009 without talking about Starbucks, hmmm? C’mon, I think 20+ days is pretty good.

The latest ragging I’m going to do is about Starbucks’ weird Obama-based feel-good advertising effort. WHAT does this message have to do with coffee… particularly Starbucks coffee?

“Starbucks and Hands On Network are supporting the President’s call for national service. From January 21-25, 2009, pledge 5 hours to the cause of your choice and Starbucks will salute you with a free Tall brewed coffee in participating U.S. Starbucks stores.”

First of all, I think it’s hilarious that a twist on this message is that you need to work 5 hours to *afford* a small cup of Starbucks coffee. That’s priceless.

Second, Starbucks is behaving as if its world has not changed. I’m not saying that a brand should give up its principles in a recession – not at all. What I am saying is that (a) consumers process information and behave differently in a down market (like dropping Starbucks in favor of cheaper coffee), and (b) they look at a brand’s behavior differently, as well. Anyone paying attention knows that Starbucks is closing stores and laying people off. It means nothing to me that you did a cute ad. I would much prefer to see you give the money you spent on this ad effort directly to Hands On Network. Or – better yet – lower your prices on Inauguration Day.

And if you wanted to let me know – because I am a loyal Starbucks customer, and exactly the kind of person you want to hold on to now – you could email me. You know where I am. Too bad I’ve never heard from you except when you want me to buy something.

I see no indication that Starbucks has grasped its “new reality,” and predict further self-inflicted pain in its future. This company needs a brain transplant, and fast.

Starbucks Hands_On_Network