As chefs and die-hard foodies know, we eat with our eyes first, and to take advantage of this Starbucks has released a new advertising campaign for their VIA Ready Brew line of coffee that will make you drool while simultaneously changing your perception of “instant” coffee.
Advertising goals achieved:
- The stereotype of “instant coffee” is transformed by the introduction of natural, fresh ingredients and excellent videography showcasing the making of Starbucks VIA Ready Brew.
- As a kid I loved (and I mean loved) vanilla icing. Just taking my finger and swiping it over a cake when nobody was looking was so unkosher, but so kosher at the same time. This commercial takes the widely overused symbol for vanilla — the glorious vanilla bean — and shows it in action (vanilla icing). Smart.
- Towards the end of the commercial, a group of people are hard at work sipping coffee in an office setting, and office folks are one of Starbucks’ best customers. Showing one’s colleagues provides for a personal connection to the ad, thus inducing product sales.
- Starbucks knows that a vast majority of their customers/fans prefer to walk inside a local Starbucks and grab a cup of java, so they decided to end the commercial with an offer: Get a free tall drink when you purchase a 6-pack of Starbucks VIA flavored coffee (October 6-9). If a potential customer buys a 6-pack of VIA they, and friends/family, will likely give it a shot. The goal is to show customers that VIA Ready Brew isn’t your ordinary, artificial instant coffee.
Since its launch in 2009, the VIA Ready Brew line has brought in over $100 million in global sales, according to SymphonyIRI. And, according to Nielson, Starbucks spent a whopping $17 million supporting the launch. I’m excited to see how the new ad campaign affects revenue.
Aaron Schoenberger is Founder of The Brainchild Group — a top online advertising agency that specializes in strategic Search Engine Optimization (SEO) and Social Media marketing. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies. Feel free to Contact Us for more information.