Starbucks knows that it has an important presence in the lives of just about everyone these days. After all, it’s hard to walk more than two blocks in New York City without encountering at least one location of the iconic coffee chain. Every morning countless individuals grab a Starbucks drink to go on their way to work, school, or whatever the day has in store, but a new ad campaign aims to brand Starbucks into more than just a grab-and-go coffee joint.
The new Starbucks advertisements feature an iPhone-style text conversation complete with emojis, with the same exchange occurring out loud in the form of background voice-overs. The message of the commercials is clear: certain moments in life should occur face to face rather than over text. Each spot ends with the tagline, “Sometimes the best way to connect is to get together,” followed by the Starbucks logo. The ad never even mentions coffee, but instead focuses on selling Starbucks locations as gathering places for sharing life’s special moments.
Starbucks has never needed much advertising to sell its drinks and food items, as word of mouth and the general presence of lots of stores has taken care of that job for them. Instead, Starbucks has moved on to promoting their brand within the experience economy, selling the total package of both purchasing the item and soaking up the atmosphere of the establishment. The campaign just further cements Starbucks standing as the king of coffee chains.