On Tuesday Starbucks debuted the fresh-brewed Pike Place Roast, named after the street where, in 1971, the first Starbucks was born.
Print ads by Wieden+Kennedy ran in newspapers in most major cities. The bright colours and simple messages coax people to associate Pike Place with everyday workingman coffee (at $2 for a grande? Come ON). Creative concludes with the statement, “37 years in the making.” So I guess this is the trump card.
And the trump card feels very Dunkin’.
Adding to the blue-collar feel is the return of the original topless mermaid logo, which we don’t like and which always seems to come out when Starbucks is in dire straits.
Anyway, enough bitching. Time to watch our favourite coffee chain don garish clothes and beg for love on the street:
– If you like coffee, try it.
– Starbucks introduces coffee.
– OUR SMOOTHEST COFFEE EVER.
– Ask for it by name. Coffee.
The Arizona Republic said there was a big turnout on Tuesday but all in all the reception was pretty mellow. One guy said he likes it but would still rather go to an indy chain. Way to blow a wad and some dignity.
