We frequently host visitors at our Starbucks Support Center in Seattle – literally from around the world. They talk to our partners from our Farmer Support Centers in origin countries, they hear how our buyers walk the farms in 28 countries to find the best 3% of the world’s coffee beans, they watch our master roasters in action and hear about the “2nd pop” that gives our coffee it’s one-of-a-kind taste, they learn about our Shared Planet practices and what that means for our relationships with Fair Trade, Conservation International and Product (RED), as well as for coffee farming communities to the local neighborhoods we serve.
…and the stories go on and on.
Time and time again I hear, “This is amazing! Nobody knows all this. Why don’t you tell your story?”
Well, the time has come to do just that. Today is the day we start.
There are two reasons why now is the time we should… really must… share these stories.
One: To meet the needs of today’s consumers who are looking for value, but value today has new meaning. It’s not about what’s cheapest – it’s about what’s best – for them, their families, their communities and the world around them. What was once a culture of conspicuous consumption (buying to be seen) has become a culture of conscientious consumption (buying to be heard). From a “me” world to a “we” world. In a very noisy marketplace, and with less money to spend, how do they decide where to spend? And what trade-offs must they make? When it comes to coffee, we believe the answer is simple.
Two: As a leader in coffee, it is not surprising that others are looking to compete for our coffee customers. A few are making claims that just don’t add up. It is time for Starbucks to tell our story.
So we’re embarking on a long-term, story telling campaign focused on the quality, value and our values. The campaign will build over time, and take advantage of multiple channels, both traditional and non-traditional, supporting all of the distribution points in our business. It will also be a validation for our customers – and our partners – of what Starbucks is all about and what we stand for.
Click play below or this link to see a video of Howard Schultz talking about why we are embarking on this journey, and previewing some of the concepts with partners, and to see the first ads.
Finally you can see the first ad for this campaign in this Sunday’s New York Times: check out the back page of the business section.
…and let me know what you think.