After a slow start, Starbucks is making headway in Russia. A recent promotion from BBDO consisted of postcards affixed with the Starbucks logo that could be converted into the familiar-looking warming wrap. The cards were placed in stores close to Starbuck’s competitors and, as well, handed out to patrons leaving those competing coffee establishments. Ideally, the wraps would be placed around the non-Starbucks cups.
All well and good, we suppose. Unless people start associating the taste of competitor’s coffee with that of Starbucks.
