A New Look For Starbucks


In celebration of their 40th  anniversary, Starbucks starts rolling out its new in store look today; focusing on Starbuck’s Iconic Siren.  According to Starbucks, the new logo reflects the brands evolution in the changing global market “by honoring our deep coffee heritage while allowing us to grow in exciting new ways.”

At least the new logo should save money on printing costs.  By eliminating the word “coffee” from the cups, Starbucks won’t have to print a dozen or so translations for the 29 countries they operate in.  No more 咖啡 in China, Café in France, the slightly different Caffé in Italy, Kaffee in Germany, コーヒー; コーヒーの木; コーヒー豆 in Japan, and Kopi in Indonesia.

Starbucks is also paying “tribute” to customers during the celebration.  Buy offering a complimentary Starbucks Petites treat (a bite sized nosh under 200 calories) with the purchase of their favorite beverage March 10, 11 and 12 from 2 p.m. to 5 p.m.  There isn’t much love in this promotion for the folks who stop in on the way to work every morning.  I have a hard time getting something “free” after I purchase a $4 coffee, but who am I to argue with success?

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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1 Response to A New Look For Starbucks

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