I have to agree with several of you, this is a great print campaign but the ones on TV need to stress the flavor of the coffee as being the primary reason for the ads.

As for Starbucks being out in the community, they are where I live in Western Washington.  The stores have individually supported my work as a forensic nurse and my organization by making donations of free coffee or cofee in the to go containers filled with either decaf or regular coffee for events that we have in our community.

No one does it better than Starbucks.

The visual style doesn't match the message, and the message seems a bit lofty in these times, makes me think of Starbucks as one of my luxuries I can give up, maybe the message should be, "we are rolling up our sleeves, sharing in these hard times, simplifying, reducing prices and offering free refill Tuesdays," or something along that line, "let's all share the pain, we are one of you, not any more special." I choose Starbucks because I like the taste better than the competitors, this to me is not a quality issue, just a taste preference. But really I think if Starbucks cut back on prices, they would see an increase in business, enough to easily make up the difference, and great PR, "cutting back prices to help in these hard times," I would respect that message much more than this one, "continue to pay more for Starbucks because we're worth it."

so, i love starbucks, i love the people there, i love the coffee and the quality

however, this campaign is ridiculously pompous, if this had been 2 or 3 years ago before i was an avid starbucks customer, i would definately have avoided starbucks at all cost, i don't think it's projecting the right image at all

I love the new ad campaign.  Our starbucks is like family to us, it's already got the "starbucks experience" going for it.  You should all come and visit it, you will see why the "experience" is so important! Everyone who works there treats everyone like family all of the time. The ad campaign will only enhance what is already fabulous at our Governor Dr Starbucks.  Here's to you Laura, the manager and everyyone who works there, we love you all!

fair trade is a Big selling point for me...good coffee with a good conscience is the bomb!

I think everyone needs a little starbucks in their life.  Try it you WILL like it.

Starbucks a day makes my life a better day

This is slightly off topic, but I'd be so happy if you returned to Maple Oat Nut Scone to your line of pastries.  I was told that it got axed in favor of one with sausage, which has since also been removed in my local shops (Denver).   I used to walk to up to 3 different Starbucks outlets in search of said scone, back in the day when they were available.  Now, I'll settle for the cranberry orange from time to time, but it's always a relative let down.  Several baristas have told me that I'm not alone in my wistful mourning of what was possibly the best breakfast option available.  Please, fine gentlemen and ladies of Starbucks, bring back the Maple Oat Nut Scone.  Thank you.

I agree, your ads look great, but how true are they? I work for an independent coffee shop in my city and we work hard to maintain to the traditional styles of creating a gourmet latte, with freshly roasted beans and "white chrome" milk, topped with an artistic etching. Before, I began my job Starbucks was all I ever drank and now having tasted what espresso should taste like, I grow angry at the false advertising  concerning your coffee being worth what you are asking your customers to pay. Generally speaking I am aware that each location is different. Some baristas do actually pay attention to the grind and adjust it accordingly, but some if not most, serve unexceptional coffee.  I do wish that things were different. I honestly desire that Starbucks would make an effort to train their employees properly...so that coffee is made rightly. You are the leading company presenting coffee to the world and yet you are giving them something less than ideal. I would come work for Starbucks in a heartbeat, concerning they are a company that is good to their employess, but something has to change with over-roasting the beans, leaving them bitter to begin with, then having a barista pull a 10 second draw, leaving the customer paying for less-than-quality coffee. I just think that your product must change BEFORE your ad comes out. They just aren't true right now. Starbucks tastes like the cheap cup of coffee...

I don't like "negative detailing" it can bite you back.

"Beware of a cheaper cup of coffee?"  There are plenty of botique coffee shops where the price is higher than Starbucks- therefore beware of Starbucks.

Compromise leaves a bad aftertaste?  I don't always go to Starbucks for the coffee, it's always a nice atmosphere, great place to meet people and you know it will likely be clean and have a nice bathroom.  I also like the free WIFI my Black card allows and the fact that most have parking.  Coffee is only one of the reasons I go it might not even be the main reason at time.

Marketing should focus on the positive reasons why people go to Starbucks, it's not just about the coffee.  Fire the ad agency please and replace the product managers.

Pike's Place IS a cheaper cup of coffee.  If I WANTED Maxwell House, I would have bought it at a grocery store.  Please bring back signature blends when requested (and not just during "morning hours") and I'll be glad to bring my business back.

The ads are great, and they strike back at the weakness of the fundamental aspect that the competition has been using to gain ground. Love the style.

I have frequented Starbucks anywhere from 2-5 or 6 times a week (during heavy school time) for the last 6 years or so. I love the drinks and the price has never been a problem, even when I was a student. I even paid for a T-Mobile Hotspot (now AT&T) account so that I could get online to do all my work. I also picked up one of those Starbucks Gold cards in the first week or two after they were released.

But now I'm hardly ever in Starbucks anymore, and it isn't because of the economy or drink prices. It's because of the environment and expensive WiFi. Enough indie coffee shops that offer free WiFi have opened in the area to make the $20 I was paying to AT&T just plain ridiculous. WiFi at shops like this should be offered like condiments at the bar to get people to come in and buy drinks, not charged for.

Combine this with the recent store redesigns featuring new chairs that surely are designed to hurt our backs after 30 minutes or so, and I just couldn't take it anymore.

Now I regularly spend 2-3 days a week at a local coffee shop with free WiFi, and I easily spend at least $15 each time between a drink in the morning and a sandwich for lunch with another drink before I leave in the early afternoon. The place is *always* packed, from 9am until close at 11pm. The kind of packed where people like up to take your table at the first signs of packing up.

Perhaps after Starbucks reminds customers about the value of its product with these new ads, the company can reexamine the value of free WiFi for bringing even more customers to its product.

I'm a straight up drip coffee drinker and have rarely been enticed by the fad offerings, blended fruity iced or mocha vanilla caramel gooey drinks.I've been a Starbucks customer from it's humble beginnings, and I can say that this campaign is bordering on disingenuous. What I had come to appreciate about Starbucks was the variety of coffees it had offered on a weekly basis, but it seems I've been rationed with the Pikes Place blend for going on a year now, and it's getting tired. Since Starbucks had discontinued the coffee of the week, I've been more inclined to sample the offerings of the competition. I still frequent my local Starbucks, but the magic aint there anymore. Please consider that part of the success of the brand had something to do with the variety of the  coffee bean offerings, not the price point or the high minded conservation or charity. Coming to Starbucks should not be about the same old same old. I'm looking for the next good cup of coffee, where the awakening I feel will originate from its unique flavor not just the caffeine.

These ads look pretty lame and drab. I doubt if they will convince anyone who doesn't already drink SBUX to start.  You might want to inform your marketing department that there is a recession in progress - and that if they can't come up with something better fast, there are a thousand Ivy League B-School marketing grads ready to fill their shoes.

My husband and I have been customers for many years.  We loved it so much we bought a machine and a grinder and all the paraphanalia to make our own "Starbucks" coffee at home.  We would still buy our beans and vanilla from our local store and inevitably every time we were there we would also get a coffee.  Things slowly started changing though, and not for the better.  The local stores weren't kept up as well, the employees weren't as friendly, the coffee drinks weren't made as well, and the beans tasted bad.  Half the time when we went in to buy vanilla, we were told they didn't have enough to sell us.  Sorry.  It seemed that what made Starbucks great was gone.  We finally stoppyed going because it was always a disappointment.  This ad campaign won't get me back in.  You need to take a good look back at what made you great and try and reproduce it.  A lot of empty promises saying nothing won't do it for me.

I have been drinking Starbucks Coffee for 6 years now, as a matter of fact it is the only coffee I drink.  I used to think that the money I spent on their coffee was indeed money well spent.  Unfortunately tougher times prevail and a person has to prioritize in order to weather the storm.  When I first heard about Starbuck's bussiness slacking and then the closing of stores in my area I was not happy.

But as these economic times continue I have come to understand that there are more important things to spend money on than an expensive cup of coffee.  When Starbucks decided to add hot meals to the menu as a way to bring customers back I felt this was a vain attempt at avoiding a reduction in price for a cup of joe.  In these times you should be looking at how your customers have to struggle and how to help them to keep the things they enjoy.

Times are tough and lowering your prices would go a long way to keeping loyal fans coming back.   I don't come to Starbucks to get a meal I come to Starbucks to get a really good cup of coffee, but if the prices continue to stay where they are then I will have to forgo this luxury and hope for better times down the road.

Trust me when I say lower prices will go much further than ad campaigns or budled food items

There's no doubt Starbucks does coffee and does it really good ... but  I have to say I LOVE Disney because Disney makes you FEEL like you belong there, they make you feel at HOME ... I have said over and over again that "Starbucks is America's Pub". The emphasis has to be the personal connection the customers have with the people behind the counter, trust me the other coffee contenders are just strangers behind a counter but the Starbucks' I visit are second only to my family. THAT is the focus Starbucks needs to focus on. Your people ARE your biggest asset. McDonalds? Sorry, just a bunch of faceless strangers and I don't hang out or connect with the people at these places but Starbucks folks,  well, they're personal. They become friends.  I look forward to seeing them everyday. Trust me ... play your assets ..... it ain't coffee no matter how good it is.    Ken Perkins: Hairyticktees

1.  Beware of a cheaper cup of coffee, it comes with a price.

2.  Starbucks or nothing.  Because compromise really leaves a bad aftertaste.

Mywife and I think both of those ad statements don't work.  We are very long time starbucks customers.  We are in a recession.  We go to starbucks for the experience:  espresso, a place to read, and the very wonderful people you employ.  We have cut back our spending in other areas of our lives.  But for now we are keeping our daily starbucks experience.  

I truly don't believe these slogans will contribute to your ad campaing in any positive way.  Hope you fix it.

I like the print ads except for the first one - frankly other  similar coffee places aren't really cheaper than Starbucks. I am not sure what your statistics are in terms of what you sell the most but I go to Starbucks for lattes at least once a day. I live in LA and have numerous places to choose from but none are as good to me as Starbucks - they taste better and that's what matters to me. Price might be an okay thing to talk about but it would be something like "more bang for your buck" - cheaper isn't good positioning to me for Starbucks.

I think the new campaign looks good and I look forward to seeing/hearing more of the details that will be going along with it.

I love Starbucks but unfortunately HATE the new advertisements.   Two of these ads in particular are horrible.  "Beware of a cheaper cup of coffee it comes with a price"    Absolutely terrible,  what a slap in the face for your customers and future customers during these economic times.    A less expensive or "cheaper" cup of coffee is what the people want/need right now.   The word "cheaper" turns me off  - you don't mention what the "price" will be.  I don't think anyone has died from drinking Mcdonalds' or Dunkin Donuts coffee and they do cost less  - its just silly and inappropriate at this time.

"When you pour your heart into it"  Come on.... you can't be serious...again just plain silly.   Doesn't Folgers or Maxwell House coffee use this type of advertising already.  At least these companies are able to show people at home making it for their loved ones.  However your a large company that is primarily known to its consumers as a place to go and buy  ready to drink coffee.  All your barista's don't know me why would they pour their heart into it?  Maybe your suggesting the companies heart, the starbucks brand -  still doesn't work.  You're a large company -  Most large companies are not known for there hearts (customer service)  I don't think that you can change consumers attitudes about this all by yourself.  I would leave it alone.

I think that your advertising should be based on customer loyalty rather then a lot of BS.  Offer more - especially in these economic times.  Fix your problems with the gold card and regular gift cards - Combine the benefits of each.  Help the community more.  More is what is needed right now rather then a campaign that sounds like your giving yourselves a nice pat on the back.  

Hmmmp...why don't you guys actually stop your crap? Spending all this on goofy ads! I buy your coffee at least once a day...I do it because you are here...that's your only advantage at this time-you are EVERYWHERE...if you want me to continue to come forever regardless of economic issues then quit disappointing me in the one BIG way that you do everyday...pay my cool baristas a LIVING WAGE instead of buying ads...at the prices that I pay for my coffee I KNOW you can afford to pay the kids who work their butts off, who remember my fav drinks, who cheer me and visit a little, who have become the reason I go north to Starbucks and not South to Coffee Time should be earning 1) at least $10 an hour and 2) be getting full time hours and 3) be getting at least some minimal bennies. $8 an hour doesn't cut it...and my fav barista having no coverage when s/he is sick is WRONG! That is the 1 negative thing I think everytime I think about where to go hang for some coffee...don't make excuses-you paid them lousey even in good economic times-bad, bad, bad!!! Do the right thing Starbucks!!!

two of the 3 are good. the one that says  "beware a cheaper cup of coffee," ...

i know the idea is about the quality of the product you are serving, but in my head i had two responses: 1) hm, thats pretty arrogant - our coffee is better because it costs more, and just because it costs more doesnt make it better 2) just because it costs less doesnt  make it worse. someone might still settle for a "not as good" product because the price is less. all about value. what are they getting? if the 2 dollar drink tastes half as good as the 4 dollar drink, then why wouldnt they get it.

If you want us to think of you as part of the community...the 'hood, then act like it...not like the corporate predators you have been.

Love the look -- nice with the non-bleach, recycled paper background and faded letters.

However, only two of the ads really stand out.  No need to disparage other brands or companies through comparison -- 'better than' is a turn off -- and let buyers figure out who's 'better' on their own.   So with that said, the ads mentioning 'pricier' means 'better' and how 'compromise' leaves an 'aftertaste' don't come across well.  (It's not the converted these ads are meant for, but those who haven't walked in the door yet, after all.)

Love the 'if it's not perfect, make sure it's Starbucks' and the 'made with Heart' ads.  These communicate two really strong things about what makes the Starbucks experience so important to devotees like me.  The first says volumes about your SERVICE, and the second says 'Starbucks is a friendly, happy place where your coffee will be made and service with a smile.'  This too is service -- but much more than that!

Stick with what Starbucks does best and let the world know.  Please stay away from the Madison Avenue penchant to cut down the other guy -- comes across as elitist and unfriendly  Story-telling ought to be fun and all-inclusive!

***

If you want more families to show up (and to get those youngsters enamored with Starbucks from an early age), why not offer free drinks to the youngest, or offer coupons?  Most of us who frequent Starbucks regularly don't have the cost issues that families do, in these times particularly.

Good luck with your campaign!  But remember, we diehards are your best 'advertisers,' so please do give us a hard listen.

I am a totally loyal and devoted Starbucks customer and I love the campaign that talks about putting your heart into it.  i believe that is the message you want to send.  I think you can promote your product well.  The product is awesome, the service amazing, and the atmosphere welcoming.  I love to just bring my laptop and works for hours. I don't think there needs to be the ads about compromise and leaving a bad aftertaste.  To me that speaks to building yourself up by tearing others down.  Why do you need to do that?

At first glance the print ads strike me as Wanted posters from the old west.  That was off-putting.

Frankly, it was much more compelling listening to the Starbucks employees talk, and looking at them.  I like what Mike Pulido said about being comfortable in a Starbucks.    

When I saw the new ad campaign video I literally said "WOW!"  and no one was in the room!  I think the time has come for the rest of the world to know and understand Starbucks as the people behind it.

Great Ads!  quality is the key but it can't just be an ad, It has to be in every store.  Three times in the last two weeks, my iced venti rasberry chai tastes like coffee.  Need to create an Army of customer quality control inspectors from your Gold group and ask them to test differrent beverages at differrent stores and fill out a quick quality control report.  so many reports gets a credit on the card.

The campaign doesn't ring true, as the Pike's Place is a cheaper roast.  In an effort to reduce costs and improve financial performance last fall, you have done the opposite of what the campaign asserts  I miss bold coffee after lunchtime and Pike's Place is only marginally better than DD.   This from a loyal customer since 1994.

I concur with alot of the previous comments.  I would like to reiterate about Pikes Place coffee.....not into it at all!  Don't know why you felt you needed to fix something that wasn't broken.  Puts me in mind of the "New" Pepsi or Coke fiasco.  Another thing is the inconsistancy of the baristas.  No two ever do it the same!  I tire of hoping for a good latte!  Also, I wish that when two people come in together and one orders a specialty drink and the other just coffee that they would prepare the specialty first and when that is done get the coffee....my husband and I would love to be able to relax and drink our drinks TOGETHER!  Never ever happens and I have asked a dozen times!  Also, why does the drive thru take a front seat to the walk in customer?  Please concentrate on consistancy and quality and price and the rest will follow.  Wegmans gets the idea of reducing price and therefore increasing volume.

In marketing, it's important to keep advertising.  Consumers would think you are so confident if you didn't want to use their monies for that portion of the business.  Staying GREEN is Starbucks theme.  I like it but I don't think their is ANY comparison to other businesses or coffee.  You have a fine ran and customer friendly business.  I have always enjoyed getting my coffee every morning not only because it's the BEST but you employ only the BEST.  Good job.

Even if McDonalds or Dunkin Donuts coffee is good, it is served in Styrofoam cups... which bothers me.  Pollution  is price we pay for buying that coffee.  Was it possible to be clearer about the some of environmental and economical cost to buying coffee from chains that double bag everything and overuse Styrofoam?

this is simple, people can't swing the cost of Starbucks.  yea, Mc D's isn't Starbucks, but when its half the price, that's the direction people will go.  These ads are trying to justify the price!

this is simple, people can't swing the cost of Starbucks.  yea, Mc D's isn't Starbucks, but when its half the price, that's the direction people will go.  These ads are trying to justify the price!

Like the ads! Simple with lots to say. Way to go Starbucks. Always my favorite from the coffee to customer service always #1.

I have just been intorductd to Starbucks.  We have a new store in Wytheville, VA. and it is great.  The friendly atmosphere is wonderful.  Thanks for coming to Wytheville and I love the new ads.  I am not a big coffee fan but the other drinks are great.  The folks at Wytheville will let me experiment with making what I want and trying different flavors in a mix.  Great stuff for Starbucks and may God Bless.

I am a longtime starbucks regular, although living in a small town in the East means I brew it at home more than at a store.    But its all I buy.  Im also a stockholder.  

I do not like the campaign.  It will not encourage new customers at all, especially the "beware" and "aftertaste" ads.  They project the exact opposite image that we need to draw more customers.    Several others have expressed this sentiment better than I could; the ads are almost offensive.   I would encourage you to abandon it immediately.    I think they will be counterproductive

"…and let me know what you think."

I think you need to fix the PPR problem, bring back bold and decaf all day every day. After you get that fixed I might believe these ads.

You're right, cheaper coffee DOES come with a price.  It is called Pike Place.

I agree with the yonug person making the coffee right is very important.  I know you company will do it without question.

Great ad, it really is time to tell the stories.....  Should generate alot of interest.

The other day I was closer to a McDonalds than my regular Starbucks store, so I got one of their caffee lates. Five minutes latter, that coffee was in the trash, and me driving to Starbucks. Sometimes cheap turns more expensive.

As one of many people affected by the economy, I've had to give up my Starbuck's "addiction".  I still treat myself to the occasional coffee versus my 2 times a day visit.  Though I am now spending less on my daily cup of coffee I can't begin to compare the experience.

I love the new ad campaign!  Everyone needs to be aware of the entire company philosophy, the differernce in cost is a positive for the world as a whole!

Nice ads,but what if you focused on your customers rather than your employees, wouldn't the video be more convincing?   Your young baristas will of course support their boss;   they love their work and want to keep their jobs!    why not interview your loyal customers;  there are so many out there who go out of their way to find a starbucks and pay the few pennies more for a GOOD cup of coffee.  

I have been a loyal Starbucks customer since the beginning!!  There is nothing I don't like about the concept.  I compare it to a great glass of Red Wine....having said that I would love to see a slogan similar to "if it aint' red it ain't wine".  How about "if it ain't Starbucks - it ain't COFFEE!"  

To be honest, before I became a regular Starbucks drinker I was terrified of the place and intimidated by it and I really think that this is a feeling shared by many people who are unfamiliar with the products and the correct name for the sizes.  I couldn't even count how many times I've heard another customer hesitantly say, "I don't know if I'm saying this right..." because he/she feels silly ordering a tall when he/she means venti.  In my situation, I started regularly going to Starbucks because the place across the street stopped offering skim milk (who does that?!), and I was hooked!  Needlesstosay, I don't have anxiety when ordering anymore.

I think the ads are great for retaining existing customers (and I know from all my marketing classes (haha) that retaining existing customers is more profitable in the long run), but as other people have said, I don't think the ads effectively go after new customers.  Starbucks offers so much variety (milks, sugars, # of shots) that I think is not adequately portrayed.

As a side note:  I could not even find Splenda (which is pretty much everywhere now...especially places that serve coffee!) at my most recent, desperate trip to Dunkin Donuts.  Big turn-off!

I've been going to starbucks for 7 years now on a constant basis.  As a matter of fact, I can't so much as stomach McDonalds, WaWa or Duncan Donuts coffee.  It's like warm water with a few coffee grounds soaked inside.  I'll go without a coffee if I can't get to Starbucks.  I even search them out on vacation

That said, there's just something special about Starbucks that keeps me coming back.  The atmosphere, the service,e ct.  Is it the coffee or the experience?  HHHHmmmm, interesting to say the least, right?  I personally lean to the coffee. I love that strong jolt in the morning to get things started that I can't find anywhere else.

I think the ads cheapen the Starbucks image.  Why sink to the level of all the other advertisers on the market.  Buy cheap, buy twice, that's what I say.  You're always going to pay more for a cup of Starbucks coffee, but it's worth more.  

I would offer that you put the efforts into keeping the customers you already have an bringing back the individuals that have left.  Get rid of Pike's Place.  Another individual took the words I've said so many times, if I wanted Maxwell House, I'd buy Maxwell House.  

I know you've given this forum to comment on the ads, but I believe it all ties togehter.  Sure times are tough, the economy is bad and I certainly could take my money elsewhere for coffee.  That said, GO BACK TO DOING WHAT YOU DID TO GET ME IN THE FIRST PLACE.  Brew the better quality coffees instead of the bottom of the barrell.  What better way to save some money than give your daily customers the cheap stuff.  

Redirect, get rid of Pike's Place, brew the better coffee and treat the loyal customers right.  Listen....If you brew it, they WILL come, and come back.

Granted Pikes Place is still better than McDonalds and DD coffee.  But from a Starbucks perspective, it's like serving peanut butter & jelly at a black tie event.  It just doesn't cut the mustard

I love this campaign. It's time that everyone stood up for value over price. It seems that every business that sells a quality product is getting slammed by the discounters. I own a printing business and there is always someone willing to do things cheaper but eventually they can't continue to sell cheap and stand behind their product.

Keep it up Starbucks!

The baristas and the atmosphere is the fix that keeps me coming back, not neccessarily the coffee.  When I see a Starbucks Virgin, making comment about the price....I tell them to sit in the store for a while, get the feeling, go back to the bar and ask for a follow up water..9 times out of 10 I see that person at the store again...yes I am a regular....I quit drinking coffee for a while.....several months...what brought me back...I missed the folks that made my drinks and I missed the atmosphere...

Over the years my wife and I have spent literally thousands of dollars at Starbucks.  We buy our whole bean coffee exclusively there and nearly all of our individual cups of coffee.  I personally discovered Starbucks on a business trip to Seattle in the early 1990's and was thrilled when they reached New England.  I haven't minded paying the premium to purchase coffee at Starbucks and will continue to do so in the future.  That being said... Your ads are not going to accomplish what you want, which is to convince people that they should pay more for their coffee.  In my case, and the millions of loyal Starbucks patrons cases, you're preaching to the choir.  Similarly, there are millions of people who are hardcore Dunkin Doughnuts coffee drinkers.  They will never switch no matter how bad Dunkin Doughnuts coffee is.  So, if you want to reach those in between whose decision is probably dictated by their wallet or pocket book, I would suggest that you offer a temporary discount on coffee that shows that Starbucks cares about the predicament people  find themselves in during these trying economic times.  Or maybe some other first time Starbucks patrons discount.  Either way, the only way to reach the people who are not already loyal Starbucks drinkers is to give them a break (and do it very publicly).

Having read some of the other postings, i would re-affirm my suggestion that you:  A) Focus on your many loyal customers who B) Focus on the COFFEE.  It is great coffee and that's why we keep coming back and that why we search out a starbucks when we travel.  There is something addicting about a starbucks coffee, no doubt about it...so why not use this 'good addiction' as part of your ads!

I applaude the role Starbucks plays in the world by using their platform to enhance to quality of life at the same time run of running a business.  Starbucks has inspired me to do the same with our Senior Living company.  I closely follow Starbucks to watch how they handle themselves.  I think this AD campaign is a very well executed response given the current market conditions.  Starbucks can't be everything to everyone and I think they are doing a good job of connecting to their customers.  

great new ad campaign - I have been a fan of Starbucks for at least ten years and will be for many more

I agree with an earlier post.   These ads focus on coffee.   Hasn't SBUX become much more than coffee?   I think your advertising agency should be shot.    This feels like the messaging was created before the economic downturn.

Love the new ads.  I agree with everyone of them.  When my staff is having a stressful, overworked day, I take them on a field trip to Starbucks.  We are all so much happier when we get back to work, and we get a lot more work accomplished.

One suggestion...could you put the Starbucks aroma on the website, so we could get a "fix" anytime during the day.

Great ads, but they don't recognize the tough times.  How about offering a no frills tall latte for a buck?

I emphatically agree with RayShay about Pike Place.  It does not cut it.  Also, (shudder) it has a less than memorable after taste.

if you like burnt coffee visit starbucks, if you like poor customer service visit starbucks, if you want good coffee and a good proce visit McDonalds, for 97 cents you can go in and get a hot cup and stay for free refills, why pay 1.81 for burnt coffee? make all the new ads you want, I used to go to starbucks 4 times a day for a year so I know what im talking about, you guys are missing the boat, I have so many great ideas you could have used to improve your company but you dont want to hear them.

The ad assuring that Starbucks will re-make  one's coffee if unsatisfactory , and if it still isn't right, you should make sure you are in a Starbucks is the best ad, in my opinion.

April 29, 2009.

Starbucks Corp.'s (SBUX) fiscal second-quarter net income fell 77%.

Net revenue fell 7.6% to $2.33 billion.

Same-store sales fell 8%.

I have quit visiting Starbucks websites and stores because the company is being destroyed by their inept corporate management.

The 5 year decline in same-store sales continues to financially destroy the company. Starbucks corporate management is so lame they can’t even implement the most simple and obvious corrective actions – serve a good bold drip coffee (not Pike Place) all day every day and provide truly free internet access.

A good case study in failure.

Although the coffee is great, and my personal favorite, what I find even more appealing is the Starbucks EXPERIENCE.  I tell everyone that I'm not addicted to coffee, I'm addicted to the STARBUCKS EXPERIENCE.  The coffee is consistently good, and now that even more healthy food options are available, I find that Starbucks is the place I look for when I need some sustenance, can't eat a home made meal, and fast food is not an option for me.  I can get a protein plate, or one of the cheese and fruit trays along with my coffee or iced tea.  I don't know of a single other place where you can get some healthy food on the fly without being inundated with artificial ingredients with unpronouncable names.  

I live in the San Francisco Bay Area, and there are alot of health conscious coffeeholics who appreciate Starbucks efforts to include us in their food offerings and hope that you continue to add more of these items to your menu. (Organic is always a big bonus).

As for me, I haven't had a McDonalds breakfast in years, and I won't be doing so anytime in the future, as long as there's a Starbucks nearby with a healthier alternative.

Nice looking ads.  What is being done online or in mobile?   Missing a huge audience if sticking with print (dying medium)

Looking good! I appreciate the aethetics of this ad campaign. I also think you are selling something tangible (though I may be biased).

One piece I noticed that could be a drawback is the wordiness of the ads. I'm from the Communication field and part of good advertising is a catchy phrase in as little words possible. So, for instance, you could do one of two things with the first one. You could drop the first "of" (thus rendering, 'Beware a cheaper cup of coffee...) or the "cup of" (yielding,'Beware of a cheaper coffee...).  Either way, you're creating a less wordy ad that is going to be faster to read (for people driving by) and easier to remember.

I enjoy Starbucks. I stop there every other day. Sometimes twice a day. I would like to see all baristas and manager persons  trained better too. Especially on company ever changing policies. Yesterday, I stopped at my usually shop in Monroe and ask about the refil option because I was working on the road that day and would be in Lynwood very soon and wanted to be able to get a refil. The barista said the selection of green tea would get me a refil for $.50 When I stopped at one of the Lynnwood stores the register person said of course she could refil my tea and ask me to take the lid off my cup for her. She refilled it and a manager like person stepped in to ring up the order. When he swiped my card I noticed he charged me for a new cup of tea. I said this was a refil and I have never encountered such a commanding person in Starbucks before. He briskly informed me that was not Starbucks policy to give refills unless I have bought the tea one half hour before and never left the store. I had never heard such a thing. He said it is because people were taking advantage of it so Starbucks stopped giving out refills. His voice was booming and many customers looked over to hear our exchange. His cashier seemed to be surprised and the barista also joined to listen to his remarks about a policy neither clearly had never heard of before this. I told him he should have told me that before he rung up my order.

I felt like a  criminal who just got caught! It was humiliating to have the manager talk to me that way and have everyone in the store listining. There must be a better way to inform customers of policy. I know I will never stop at that store again.

I am a SBUX fan...so please take this at heart. The lack of marketing for SBUX has been wearing down on the company. So any marketing at this point is good.  The cheaper coffee pitch I would pass on. I would instead sell the 'Perfect' idea, even with proper marketing, showing this perfect concept (I hear some folks ordering some complex concoctions of coffee that gives me a chuckle daily, use that perfection sale) . Even local mom & pop java houses don't offer some of these combinations (outside of Seattle).  

Also take a lesson from the high end retail stores, don't undersell the 'cafe' environment/safehaven as a paradise compared to the MCD and D&D jungles ;)

I am glad you are letting everyone know there is more to Starbucks' coffee than just the price.  I started drinking Starbucks' because with the cost of my cup of coffee I am also doing something good for our world.  I stay drinking Starbucks' coffee because of its superior quality.  Every town I go to I map my route around a Starbucks to insure my need for quality is met.    I am a Starbucks consumer; I have come to expect the best.  And with Starbucks, I get it all.

I am an avid Starbucks customer. Much of the reason is the easy availibility of a drive through on the way to work.  It used to be that the coffee tasted really good.  But more often than not now, the coffee tastes burnt to me and then isnt worth the price.  I would really re-think the "leaves a bad taste" slogan, because often the Starbucks coffee is bitter.  ( I will say that  for a time, right after they "re-educated" the barristas the coffee was good again!)

Every outting includes a visit to Starbucks....just ask my kids!!  It's the only coffee I drink and the only brand you will find in my cupboard.  The new breakfast pairings are awesome and thanks to VIA, I can fix a cup on the job too.  A great cup of coffee is my passion, and being greeted by warm friendly folks at my local Starbucks here in Longview TX makes it even better.  

I have to admit, this campaign is not what I think of with Starbucks. It is the wrong tone, the wrong message, the wrong everything. Everyone knows your coffee is high quality. You need to add value in a better, different way. Starbucks changed the entire coffee game with a community place - a place that offered more than just a great cup of coffee. Work with your community and the power that a cup of coffee can bring when gathering people together. In a recession, people want to be connected to something powerful and important - not just know they are spending money on good coffee.

I love the idea of giving the brand a heart - heart and soul in each cup.  I do not like pushing the compromise/price idea.  It feels defensive.

I LVOE THEM--Especially the "Perfect" one. I caution that you should make REAL sure that all the stores have their hearts into this campaign. I recall when I have "got the bottom of the pot", if you will, and said something --occasionally a barista will not be so enthusiastic about "making it right" -- I have seen this as an observer and a customer-- so Great Stuff-- just make sure all are 100% into the execution--

Papa

I love the "...make sure you're in a Starbucks" ad.  I used to tell people that I was not the first person to visit the Pike Place store when it opened in 1971, but I was probably the second or third.  The money I spend on your coffee I consider my "Star Bucks",  because I always get the "best of show" when drinking it. Friendly service, great quality, and I think truly worth the price.  A company with a solid community and customer service base. If I want a cup of great coffee I DON'T GO TO A HAMBURGER PLACE TO GET IT!  I go to the only great coffee shop in just about any town........Starbucks!  Great ads.  Keep on keeping on!  We love you guys!

Nice to see Starbucks isn't jumping on the "Stimulus Band Wagon." I'll take an honest  story of hard working people doing a service to America any day of the week.

All the new ads are excellent, persuasive and powerful word-play that really sells what Starbucks has to offer!  I like the "If it isn't perfect ad best, but all are effective!  I think that most people quickly get that Starbucks sells great coffee and espresso drinks AND a place that feels like somewhere you want to be.  I just like going into a Starbucks to re-charge, even if I really don't feel like my Venti Americano... though, honestly, I could have one almost any time!

I hope that this campaign and your commitment to quality product and quality stores keeps Starbucks financially sound!

At the end of the day its about quality and service. I think starbucks appropriately addresses these issues and has taken notice that starbucks customers recognize these as their primary motives for loyalty. What does upset me is waiting in line for 10 minutes a day to order a pikes place.

I feel they are launching a campaign that represents the essence of their product and service, but their service is greatly hampered by long lines and losing focus for larger order sizes.  Instead of bringing in bagels, scones and breakfast sandwhiches which is still great, remember that your core product is coffee. Don't upsell at the expense of your customer's needs.  Yeah your AOS is higher, but loyal customers like me will find it harder to stick around if I am finding myself waiting in line for hours a week just to get a simple brew.

My first reaction was to the Humor in the sign "If your coffee isn't perfect will make it over...." that is funny!

My second reaction was to the negative in"Beware a cheaper cup of coffee..."  My immediate response was it was too negative.  Starbucks is all about the positive, listen to the partner on the video.

Keep it positive, and folks will keep coming.

As a big fan of Starbucks for over 20 years, you lost me when you started serving Pike Place coffee.  So even though the ad campaign is great, I'll continue to buy your beans but ignore anything to drink in the store or on the go.

I happen to agree with the negative views of this ad campaign. More than anything, Starbucks offers convenience, a welcoming atmosphere, and those ideals are what the company should be focusing on during the recession. Forget price, people are going to buy Starbucks no matter what, and don't use the word "cheap" to describe yourself or any other competitor, because people are SAVING now, not being CHEAP. Your campaign should have headlines like, "the home you'll find on every corner," or "home is just around the corner," "comfort is just around the corner," "a cup of comfort".. just spitting things out, obviously more work would need to be done. Tell people they'll have an experience, a place to escape. It's not about the coffee.

This campaign is preaching to the choir. I love you guys, but you have gotten boring. The lack of variety /new items in the pastry case is sad. The WORST thing you have done, is to eliminate the coffee rotations. The selection of coffees brewed in store has gotten really uninspired and repetitive. And Pike's Blend....PLEASE!  That is so flavorless, it reminds me of the instant Sanka my grandmother used to drink. Several new independent coffee shops have opened within the last year in my neighborhood.  All are thriving...and their coffee is very good...with different selections almost daily. Most of these spots are usually so full , I cannot find a seat. Lately, both of the local Starbucks have ample seating...due to the dessertion of customers. Get real coffee back...BAN PIKE PLACE FOREVER! MAKE ME LOVE YOU AGAIN!

I am a huge fan of Starbucks (as all my friends know), but I think this campaign misses the point.  We love Starbucks because of who and what you are, not because of what the competition is not.  I love that I can travel anywhere in the country and get great coffee.  I love hanging out in your stores when I need a place to hang out.  I love that you care about the environment and the farmers and your workers, that I can refill my mug, compost your grounds.  Telling your story does not mean putting others down.  

While I am here, let me ditto the request to bring back the Maple nut oat scones.  I loved them and miss them a lot!

The ad made me think you are going to reduce prices a few cents or change something -- NOT.  It is rather arrogant.  You have in effect raised prices by only brewing Pike Place, which I understand is more cost effective and I don't like it.  I have heard many complaints about it including comments from your employees.  Also, I don't like the idea of NO DECAF in the afternoon unless I ask and WAIT for it to brew.  It used to be that if we waited for something to brew it was on the house -- not so now!  I like Starbucks and love the store in my neighborhood but I think these ads are misleading.  

Nice ad campaign and especially the new direction for the First & Pike Store.  All I can say overall about this new venture is grassroots..stick to the core brand, keep the KISS principal in mind and remember how you started all this Howard! :)  As a former employee, who actually has been trying to get back on board, to no avail, I want to remind you of that feeling you had back 10-12 years ago, Howard, that jazz that made you want to be at corporate.  I for one miss it immensely :)  Here's to wishing much more success and to remembering that "Third Place" :)

Per the ads I get the humor of "beware" and "Starbucks or nothing" but they both seem more arrogant than I associate with the brand.  I do like the idea of sharing the stories with partnerships with organizations like Fair Trade and Project (RED).  These stories give people an altruistic feeling rather than social guilt for buying a premium drink in rough economic times.

Personally I'm not a coffee drinker, so I partake of all the tea offerings.  This is another thing that keeps me coming back as other brands don't offer the variety for the non coffee drinker.  The consistent experience and atmosphere also make me seek out Starbucks world wide.  Baristas that know my favorite drink and offer me "the usual."  Having a chai latte near Westminster in London or down the street from my home in Houston it tastes the same and most importantly it tastes good.

Here's the thing...

I LOVE the ads. But they won't make me go back to Starbucks. I used to go to starbucks 4 or five times a day. now it's a rarity.

It's not about the price.

It's not about the quality.

it's not about the 'atmosphere'

all those things I love.

What's changed is the smell.

Shortly after Starbucks started offering breakfast sandwiches that get heated up, I stopped going.

Because of the smell.

Starbucks used to smell like coffee. Wonderful.

Now it smells like eggs.

I want my coffee shop to smell like coffee, not eggs.

It lingers all day too.

Late afternoon, smells like eggs.

Evening, smells like eggs.

Late night, smells like eggs.

Not for me.

I think in terms of healthy coffee drinking you should make an emphasis on the chemical free process if that is indeed true.  Coffee drinkers should be concerned about the process used to create the coffee. People are moving  toward organic and chemical free.  If this is what your process is why not capitalize in your ads on this?  People know they will pay more for healthier rather than commercially branded.  This concept makes for a great story if that is your story.

This ad campaign is a disaster.   And how come, at least in the ads I've viewed,  there is no one 30+.  ???

I've been going to Starbuck's shops since the 1980's.  I didn't KNOW that I could have my cup of coffee re-brewed if it wasn't good.  I'm glad to know that.

Over the last year or so, I find that all Starbuck's are not created equal!  By that I mean, some are just bad.....grounds in the coffee, really, really strong sometimes (barely lightens up with half & half).  Yes, they will get you another cup, but not really concerned that you, the customer, were not satisfied.  I am a lover of Starbuck's, but I do feel, they are going down hill.....not what they used to be (at least many of the stores I frequent).  There is in one in particular in No. Virginia that I absolutely do not go to anymore and it is close to where I live.  I used to go every single morning.....not anymore, now maybe once a week.  Have also started buying my beans at the Organic market where I shop....really fresh tasting coffee.  Sorry Starbuck's.....

I really dig the new ad campgn. Being a loyal Starbucks consumer for years now... I "get it". I am not sure how many customers that drink your coffee actually log onto your sites, blogs and GoldLabs and so on and so forth to see how deep your company runs into the social and eco-fabric of this country and the world....  And anyone that is a true StarbucksHead knows first hand of the care, causes and quality your company stands for and stands behind and supports... I see nothing arrogant about the campgn, nothing lofty or off putting in anyway.You're simply stating facts... There are a number of ad campgs that are running against Starbucks but what else is behind their cuppa dunkin' where are those beans plucked from? Are they RED or just Pink and Orange? I was on the road working a show and stopped into a Dunkin' Donuts because the alternative was truck-stop coffee.... There were flies and a kid with dirty finger nails wiping his nose on his arm, not his shirt, his ARM... asking me if he could help me.... "with my gag reflex" I asked under my breath... before I said No thank you and settled for bottled water at the truck stop... I have yet to see anything like that at a Starbucks Shop... EVER!   In a world where there is alot more going on than just my cup of coffee in the morning and where i choose to put my dollar... Starbucks is a brand and company that is directly and intricately woven into the fabric that makes up the collective patchworked blanket of "rolled up sleeves" and elbow grease its taking to make a positive difference in these hard times... One frickin' fresh cup of coffee at a time.  Go Team Starbucks!!!... the ones that "get it" Got your back.

I am a well educated, well paid, slightly high maitenience , 5 year dedicated Starbuck drinker.  But with no financial problems in sight, I can't help thinking I may be next and have cut down my Starbuck trips to 1 time a week.  People aren't worried about Quality right now, they will sacrifice quality for price right now.  Your in Denial if you don't get this.  Every conversation I've had with anyone in all these years about Starbucks at least ONE person will always say, "yeah, I love Starbucks but it is sooo expensive".  Did they drink it then, yes.....  Now??? not so much.  and they are not afraid to tell you that they recently switched to Dunkin donuts because it's cheaper.  Do they like it 'as much' NO........nor do I.....but would I on my 'off'  Starbucks Days?  I would anyday versus keep spending the high prices.........RIGHT NOW.............if you do not get this, your making a big mistake............you will keep losing until your doors are closed.  

Every conversation you here on the street about Starbucks will always end with someone saying 'yeah but it's too expensive"  and THAT was even 5 years ago.  Imagine now..........Lower you prices, sacrifice executive salary, not the quality of coffee.  I will bet ANYTHING, until you do that your buisness will continue to fail.  and NOONE will be more disappointed than me.

I believe that the 3rd print ad "Pour your heart into it" tells the story.  I've had a home in Costa Rica for 30 years and visit the country 3 or 4 times a year.  One year I brought back 20 kilos of coffee in an empty suitcase.  I love Costa Rican coffee.  But now, my wife laughs at me these days when I take a pound or two of Starbucks with me when I travel there; but the ROAST is the key.  I haven't tasted a better coffee than a Starbucks roast.

Sorry guys, love Starbucks - hate the ad.  

When was the last time you were in a Starbucks and asked to have the barista remake your coffee?  Or for that matter actually witnessed someone having it remade....?  The word value is mentioned several times in the intro but the value is never explained.  Sure taste is an important part of it but what about the experience?  For instance, everytime I go into a Starbucks I run into someone I know.  I get a chance to catch up face to face with people in an atomosphere that is not the gym or the office - a much more relaxed environment.  You should show "regular" people interacting and striking up conversations.  That interaction will NEVER happen at a McDonald's....Sorry to have to wake you up but the customer experience happens in the lobby, not with the Barista.

I think the ad campaign is, as others have said, catchy and poignant, and I would expect nothing less from Starbucks. More importantly, I appreciate the truth of your message. With modern day slavery and its widespread presence in the coffee industry, people need to know that when things are cheap, someone along the way is not getting paid. As hard as it is for me to pay $3.50 for a cup of coffee, I would much rather do that and help support a company who understands fair trade. As a wealthy nation, we should concern ourselves with our neighbors around the world and do everything we can make it a better one. Thank you for getting the message out there and for caring.

Take a cue from American Express when they decided customers would feel privileged to be American Express cards holders even if they had to pay a $25 annual fee.  They were wrong -- and lost a lot of customers.  Don't try to persuade people that spending their money is worth it when there are cheaper alternatives available. You might want a different ad agency working for you if that's all they could come up with.

I've been a marketing consultant and advertising writer for many years and I absolutely love the attitude of this print work. The coffee bean bags are warm and textural, the typography is casual and engaging, the messaging has the gentle cockiness of a leader, without getting into my face too much ... I think you've rediscovered your strength, the core of your brand. Great work - wish I'd done it!

I hear a lot of people give Starbucks a bad reputation for being a large corporation that is only focused on making money. To all those people I would just like to say that Starbucks started out like all of those small business coffee shops that they shop at. It just so happens that their vision made them very successful and they wouldn't have spread so far if they weren't doing something right because otherwise we wouldn't have invited them into our communities. I don't mind paying a little more for a cup of coffee that I know came through fair trade and always comes with a smile no matter who is serving me. If I just wanted a cup of coffee I could go to a gas station. But I go to Starbucks for a great product and a great experience.

I have to say I am terribly disappointed with the new ad campaign.  I love Starbuck's; I have it every day.  I love to go into the stores (no drive through for me) as the atmosphere is exceptional: people know my drink, I'm greeted with a smile, I'm guaranteed my perfect drink, and I love to "shop" there.  It's ALWAYS been POSITIVE!  This campaign is negative.  I don't want to hear about a "cheaper" cup of coffee.  I want to hear why I should frequent Starbuck's (stated above).  Unfortunately, I am one of those customers that will stop going some place because of negativity.  It saddens me that I will visit you less.

Ads look great...and "Hi" to Jessica Schwaller! It's been awhile but she and my daughter Bri went to high school together. Jessica, you look great!

Love the ads, quite clever.  They absolutely address issues I have suffered through multiple times, that is until I became "Machiato Man"

Love you Starbucks. "Your the best neighbor I've ever had"