In times of all these financial crisises Starbucks decided to explain that Starbucks is not just a coffee decorated with a mermaid logo , but “the coffee value and values”.

The way of explanation is a set of ads (pic.) that tells consumers about the truth of compromises, says about coffee with a heart inside and convinces that compromise leaves a really bad aftertaste. The conclusion is “Starbucks or nothing”.

Terry Davenport, Starbucks senior vice president of Marketing, discusses these principles at the "Ideas In Action" brand's blog.

The agency behind is BBDO.



Starbucks history