Brand: Starbucks Double-Shot Expresso
Link: Click Here
Target: Sleepy Commuters
Hank, a tired guy in a business suit on his way to work for a major presentation drinks a can of Starbucks Double Shot Expressso Drink and his world is instantly transformed as an animated business mascot and a fan section (complete with bleachers) follows him through his trip to his meeting. As he walks into the boardroom, the spot cuts to a product shot of the Starbucks can and the voiceover “Starbucks Double Shot Expresso Drink. Bring on the Day.”
This spot is well put together and if you agree with the selling proposition and brand positioning (we don’t) then you might like it. The soundtrack is pleasing if familiar. Moreover, Ad Age likes it, so the agency creative team might have a shot at an Effie.
This spot does nothing to build the Starbucks brand. Here are the issues:
- No Unique Selling Proposition – The one point in this spot that is hammered over and over is that Starbucks Double Shot Expresso gives you energy to face the day. That is a generic benefit that all coffee drinks share. In fact, Red Bull may have a stronger claim on this benefit.
- Where is the Starbucks moment? – Starbucks has built its brand around the inner moment of tranquility and revitalization that Starbucks delivers, whether it is consumed in a Starbucks, from a cart or even a can. In this spot, Hank has no moment to himself as he is beseiged by noise and onlookers. This imagery is important because it is at odds with Starbucks current brand positioning.
- Hank Looks Tired – The most surprising executional element in this spot is that even after drinking the double shot, Hank still looks tired. In fact, he looks tired even as he is entering the boardroom. This is undoubtedly intentional, but it is a bad choice. It undercuts the main value proposition of this spot – that the Starbucks Double Shot Expresso drink gives you energy. In fact, Starbucks seems to be suggesting in this spot that Double Shot will give you hallucinations without actually waking you up.
Branding Bottom Line -
Starbucks offers a shot of adrenalin but gives us hallucinations instead.