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With more and more traditional and non-traditional marketing opportunities available to companies these days to build their brand, it’s no wonder the death of the 30 second spot continues to be a topic of much conversation.  And one example of the untruth to that discussion is coffee juggernaut Starbucks’ recent launch of their first national TV campaign earlier this month.  

Starbucks, a company who has mastered the art of non-traditional marketing with a storefront on almost every corner, and has traditionally turned up their nose at TV advertising, is suddenly embracing the idea of mass media advertising through TV.  Yes, they’ve run spots before for their packaged product Doubleshot (the “Gene, Gene, Gene” spot is still one of my favorites), but with increased competition in the retail coffee biz, and more importantly slower sales and decreasing share price, Starbucks believes it needs to reach out to a broader audience.    

“As a national leader, we have an opportunity to make sure our voice is heard in the all-important media of TV. This is the beginning of a new opportunity for us,” Chairman Howard Schultz said at the announcement of the campaign. “We are up for the defense, and we will get on the offense.”

So in an effort to get people in the doors and sales and share value moving upward again, Starbucks decided that their plan of attack in the coffee wars would be through a new warm, fuzzy, animated TV holiday campaign that uses the tagline “Pass the Cheer.” 

But on top of all the competition with other coffee chains and independents, Starbucks also has to defend against the deep pockets of McDonald’s and Dunkin Donuts who are spending considerable budget on marketing their coffee drinks.

Will the “new” tactic work?  Only time will tell who’ll win this over-caffinated battle, but it’s nice to see recognition of the power TV advertising is to the importance to a brand. 

Let us know what you think.  

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