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Monday, 7 January 2013

Marketing Monday - Starbucks Monday Latte Campaign.

Posted on 06:10 by Unknown


This week marks the start of a Starbucks campaign to brighten up that dull Monday feeling for UK customers.  The promotion, running every Monday before 11am between 7th January and 18th February, cuts the price of a tall (small) Latte from £2.10 to £1.50 for all customers.  Members of  'MyStarbucksRewards' will also receive additional offers such as free iNewspapers and 50p off breakfast foods throughout the campaign.

Source: Starbucks

What I like about this campaign
  • The simplicity of the advert - the unfussy and clean layout is very easy on the eye and to understand.
  • Creativity - Starbucks could have easily produced an ad in one of their stores using employees and actors but have decided to think outside-the-box with the use of clever animation.  Extra marks for their 100% use of Starbucks products such as napkins, straws, cupholders and of course the Starbucks cups. 

What I dislike about this campaign
  • Although the link to the universal Monday dull mood is a fantastic idea, I can't help but wonder whether this campaign would have still gone ahead if the Starbucks reputation hadn't have slipped following their UK Tax avoidance reveal late last year.  
  • Only a tiny creative point - the use of a napkin as a a duvet in the first shot of the advert gave me a few connotations of homelessness and living on the streets when I first viewed the advert.  Obviously this was before I realised that the whole advert was made up of Starbucks products.

Rating - 8/10


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