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Starbucks 40th Anniversary

March 9, 2011 by Jim Joseph — President, Lippe Taylor

When Starbucks announced its new logo earlier this year, they said that it was just the start of something big. We got all a twitter about it, but I for one thought it was a bold move. The brand appeared to be expanding beyond just coffee, and was certainly trying to create a more iconic identity. Or so it seemed to me.

Well it's the brand's 40th anniversary and the celebration is kicking into gear.

This week we saw the new cups with the new logos finally hit the marketplace -- and the launch of a new drink (cocoa cappuccino) -- and the introduction of a series of small snacks called Petites.

But most exciting for me is the new television spot. I've personally never seen a television campaign from the brand and this is a winner. Not so much because of the creative (not particularly breakthrough at all), but because of the messaging -- and the continuation of the promise that the brand has made to us this year.

"You are more important than you know," is the theme -- tied to self esteem and also, by the way, to the success of the brand. Complete with an offer to try the Petites for free in honor of the 40th Anniversary. Most important -- the introduction of the ultimate brand reposition -- "It's Bigger Than Coffee."

My point -- the brand promised a big evolution this year, starting with a new logo, and they sure seem to be living up to it. So far. Could Starbucks be doing more? Absolutely.

But it really is much much bigger than coffee -- literally with the range of products but also emotionally with how the brand has infiltrated our lives. Every single day.

Brilliant!

I am also impressed by the consistency in the retail execution of the campaign as well.  The stores were chock full of the new cups, the new Tribute blend, and the Petites. Retail execution is vital to a continuous brand experience and the brand seems to understand that as well.  Good job!

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