Starbucks - Double Shot, two misses
Brand: Starbucks Double-Shot Expresso
Execution: TV
Link: Click Here
Target: Sleepy Commuters
Reviewer: David
Rating: **
Description:
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.”
What Works:
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.
What Doesn’t:
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.
August 31st, 2006 at 8:12 pm
Dummy! Starbucks give you a boost of confidence, energy, and vitality. As a marketing specialist, I can see that every little bit of the commercial was put together perfectly. You’ve got every person in Hank’s life here for him at his time of need. There are his parents in the first bleachers, and a few people that look like teachers, and even what looks like a stereotypical coach all there. The brand positioning is right on key. Notice how suddenly when he has his can-o-starbucks, his own personal mascot comes along, and the cheering begins. Hank’s character is Bob Everyman (no, Bob Everyman because he is less than John) he is an average kid, with no sense on how to wear a suit, or comb his har. Rant, rant. I guess I’m just going off of the fact that it was one of the most successful commercials of the year, and this reviewer doesn’t seem to think so. Ah, well.
August 31st, 2006 at 11:34 pm
Jim,
I’m curious about your last comment that this Starbuck’s spot was ‘one of the most succesful commercials of the year.’ What was your metric for that?
dv