Wednesday, November 28, 2007
Being sweet will get Starbucks nowhere
I'm finally taking a look at these Starbucks spots from Wieden + Kennedy. ("Bear Hug" is above, "Ski Lift" is here, and "Window Wash" is here.) They're way too cutesy-Christmas-ey for me (not to mention that they go with that old trick of anthropomorphizing animals), but I'll admit to being caught up in my opinion, stated earlier, that it's not worth it for Starbucks to do a TV campaign. All we need to be reminded of the company's existence is to walk out the front door, and this campaign doesn't do much more than remind us of its existence—by giving us a nice, sweet serving of whipped cream on the top of the grande latte. (Obligatory weak coffee metaphor!) Yeah, I know Starbucks has got increasing competition from McDonald's, Dunkin' Donuts, and so forth, but the real difference between Starbucks and its competitors is its venues, which play no role in this campaign. Bah humbug, etc.