Starbucks, in an act of desperation

A lot of people have already touched on the Starbucks' campaign. It would have been more timely if I had posted last week when I first saw the Starbuck's Ideas in Action blog (thanks to Ms. Hulka!). Alas, I've been busy planning my move to a new apt.

Starbucks' new ads are just terrible. While its marketers' heads are in the right place, the actual tone and message of these ads is negative, desperate. It's understandable to promote the quality of your products and your contribution to society when cheaper chains are absorbing the recession business. But getting intensely defensive only reminds people that you're battling to reverse your haughty image.

This campaign isn't going to retain its customers (the ones at this point will probably never leave) or get back those who switched to cheaper coffees. It's lecturing to those who don't believe in its quality, and I feel like I'm being yelled at for not supporting Starbucks. The ad I saw in USAToday has short sentences and lots of interjections ("and," "but," "oh," etc.). It reminds me of arguing with someone who doesn't really have a point, but thinks that throwing every possible defense into the discussion will win me over. Five points in one ad is far too chaotic.

I also dislike the way Starbucks treats its value as if the world cannot carry on without a place to buy an overpriced latte, sit on a couch very much like my own at home with people that I won't be socializing with, and hear music I can get for free from the library. The entire campaign's case does nothing to change the mind of someone like me. It should focus solely on its contribution to my world, not my coffee shop. It needs a better strategy to change it's image and lure uncertain consumers.

I could go on all day, but to end this rant, here's a line from the blog post that I find tacky: "It’s not about what’s cheapest – it’s about what’s best – for them, their families, their communities and the world around them." While it's always best to assume everyone is stupid for clarity's sake, don't treat consumers like they're naive. Sometimes, luxuries need to be compromised for self-survival---even if you support Fair Trade coffee. Because coffee is coffee in a recession.

Overall, this ad only certifies that Starbucks is for the elite, not the rest of us budgeting to stay afloat.