Starbucks TV campaign seems like a waste

I'm finding the whole idea of a national TV campaign for Starbucks a little odd. It's so rare, really, that a brand has such a strong identity before they launch a big brand campaign that advertising seems besides the point. Except if the company is advertising a "buy one latte, get the second one free" promo effort (which it isn't), what news is there about the Starbucks brand that we don't already know? The company told The Wall Street Journal it is doing the campaign because of a slump in sales, but in this case, even that explanation doesn't really wash. We hardly need to be reminded that Starbucks exists; its ads—as in, its stores—are already everywhere.