Starbucks Is Afraid Of Not Being Cool Anymore
Branding experts say the coffee chain has become so massive - with 20,000 stores in 65 countries - that it could begin to lose its cachet with millennials.
So the 43-year-old company has launched its first-ever global marketing campaign to refresh its branding.
The campaign centers around a 6-minute documentary-style video that was filmed at 59 Starbucks stores in 28 countries over the course of 24 hours.
It's an uplifting montage of elderly couples embracing, young people kissing, parents doting on their kids, kids laughing and sipping Frappuccinos - all filmed against the backdrop of Starbucks stores with a soundtrack of cheerful instrumentals.
"How do they bring warmth back to the brand that has become so massive?," Scott Lerman, chief executive officer of the branding firm Lucid Brands, told the Wall Street Journal. "Millennials have grown up with the brand being so dominate and a fixture on every street corner" and the new ad campaign could remind them that there is "a heart under the corporate gloss," he said.
The video is interactive, giving viewers the option to pause and view extra footage of the people who are featured.It's being marketed on websites around the world and it will be featured on YouTube's homepage on Wednesday, according to Ad Age. A shorter, 60-second version began airing in U.S. television markets on Monday.
Watch the whole video below.
- Welcome to the white-collar recession
- Singapore Airlines was ordered to pay a couple compensation for 'mental agony' after they complained their business-class seats didn't automatically recline
- A 101-year-old woman keeps getting mistaken for a baby on flights and says it's because American Airlines' booking system can't handle her age
- “Wish to follow in the footsteps of PM Modi!” ‘Anupamaa’ star Rupali Ganguly joins BJP
- “Wish to follow in the footsteps of PM Modi!” ‘Anupamaa’ star Rupali Ganguly joins BJP
- Assassin’s Creed Mirage on iPhone 15: Killer game to debut on Pro and iPad on June 6
- 5 worst cooking oils for your health
- From fiber to protein: 10 health benefits of including lentils in your diet
- Nothing Phone (2a) blue edition launched
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market