ok – flagrant capitalization, but isn’t that our job as marketers, to maximize our client’s reach and take advantage of situations/opportunities like this?
Was it smart though, for the new agency’s first big attempt to market the dying brand, to just give away the product?
When you undertake an initiative like this, how much do you balance being a blinder-wearing / experiential-marketing loving product sampler versus attempting to brand position your company as a cool hip motivator for social change? Has Starbucks jumped the shark already on cool? Krispy Kreme is giving away donuts and somehow comes off looking good doing it. Yet Starbucks could look like a brand whore?
Will soft minds – where the brand is moving towards – be impacted by “fake altruism.” Will juicier temples see through the initiative for what it is? The brew is getting cold; music was the last-ditch attempt to stay in front, but alas, they couldn’t pull that off with influencers. Where are they with sheep – they couldn’t sell them breakfast. How can they sell them a free cup wrapped in an eco-friendly cape of social responsibility?
Even baby New Year ages. Is Starbucks still a relevant brand?
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