Bahda bababa....

I'm Lovin it.

Last time I wrote a big thing about Starbucks, this time I've delving into the world of McCafe. The way I viewed McDonald's while working at the agency and the global perception may be a bit different. Both good and bad, but mainly just different. The amount I enjoyed just doing work and being able to be a part of something on the account really transitioned over to the brand for me. It created a little more respect for the brand in my mind so to speak. Because I mean, I know what McDonald's is, I know they aren't really revered or respected for some of their characteristics. But in an advertising way, I think they do a marvelous job. They also show phenomenal social responsibility through multiple charities.

Maybe I got a little too close to be clear, which is a rookie mistake I'll bet. The Nash Attack commented about how she thought the current McCafe ad featuring Dwele, were not a real representation of the demographic, but instead a depiction of what others think African Americans want to see. I liked the ad, but thinking about what she said really got me to thinkin'. So I looked youtubed some McCafe commercials from around the globe and read up on the comments.



From what I can tell looking around on the Internet, Dwele is quite popular. The hip-hop, jazzy style is very in.

On the other hand, there are some McCafe commercials that I absolutely loathe. They insult the consumer in my opinion. "Hey if you're a regular person, then just come on in for some McCafe coffee and forget all of the uppity lingo of brands like Starbucks". But the thing is-- they characterize the regular person as an uneducated, uncultured, ignorant moneyless dumbass that buys McDonald's because it makes them feel more on their level. I'm sorry. If I were a brand, I'd be aiming a little higher, or at least making the consumer feel like they have some sort of chance to be someone. Here:



via a Boston Globe article
There's another one that's worse. Since when can't an intellectual person be cultured and a penny pincher? It's supposed to be a joke, I get it, but let's talk about a brand that did it WAY WAY WAY better than McDonald's-- Dunkin Donuts.



It's funny. It pokes fun at the competitor without poking fun at the consumer. And how can you not love a commercial narrated by John Goodman? Haha!

Anyway, this morning I tried the free sample of Starbucks Via that I received. It's good, for instant coffee. But I definitely can taste the difference. I made sure to drink a cup of regular coffee prior to consumption of the Via just to be sure. It definitely has a instant twang to it, but really isn't bad!! If you're one of those working people that rushes to work in the mornings, I'd recommend it.

The Middle Ground

I'm sorry, did anyone else think Vertical Horizon had fallen off the planet? I know I did. Apparently they have a new album out, and some of the stuff isn't too bad! It may be the 90s child in me, but I quite enjoy The Middle Ground



Speaking of grounds. Ad Age is featuring an article on Starbucks' new product today. The instant coffee called Via.

The chain is expecting between 8 million and 10 million consumers to visit its 7,500 company-run cafes in the U.S. and Canada to participate in a taste test that runs Friday through Monday. Participants will receive a "thank you" card good for a free coffee on their next visit, and $1 off their purchase of Via at any Starbucks.

They are doing an all out attack on various forms of tradition and social media. This includes inviting all of their facebook friends to the taste testing event.

Here's the Ad, I couldn't embed it.
Starbucks Via Taste Test Ad

The best part is when the guy stands up in the middle of the town meeting and says "I can't taste the difference!... I CAN'T!" hahaha

I think it might be the smartest thing they've done in a while. My friend Nash and I have long seen Starbucks as a dying brand. It just got too big too fast, and you can go to a Starbucks location and watch the place kill itself. And the thing is, I know I read an article where they brought in their original guy and were trying to 'get back to their roots'. Remember when Starbucks used to be a warm inviting place, with comfy chairs, plenty of space, with intelligent, hardworking, kind employees, and the strong aroma of fresh ground coffee? Today it's a place that is over cluttered with it's POP items, overpriced mugs, stupid anecdotes and quotes strategically place all around the store, and incompetency. Everyone I've talked to about Starbucks tells me the biggest difference they see is in the service. No one wants to go to a coffee shop with 6 people working behind the counter trying to make coffee for 3 people and still managing to ruin the orders. I remember that was a big reason we used to go to Starbucks. They made your coffee lickety split, and without too much hassle.

Another problem?
Those print ads with the anecdotes and facts? They have a tone of arrogance that I don't see any of middle America being fooled by. They try to relate to their customers and say "Hey, we're friends here." To which I say-- When have we ever been friends? You sell me overpriced coffee and you sell it HARD. Too hard. You're pretending to be my friend to make more money. So fail fail fail with the print ads.



But here's where the Facebook thing comes in. People actually feel some sort of connection to the company, not just because they are friends with them on Facebook (because we all know how fake that can be) , but because they are getting some sort of tangible feedback with the invites and the offers. Capitalize on that while it lasts because nothing is good forever.

So sell your instant coffee and get people away from your store while you try to piece it back together!!

Yet. Even So. Are they behind McDonalds in the taste test concept? Struggling to reel their customers back in as more and more head next door to McDonalds?

Let me tell you two personal stories about this whole thing:
When my dad and I were driving to Lbk more recently, we stopped at a Starbucks to get our morning coffee fix. There is a sign (on the door at 8 or 9 am mind you!) that says, 'We will only be open from 2pm to 6 pm due to lack of employees" WOW. FATAL mistake. There was a McDonalds RIGHT NEXT DOOR. We watched several people try the Starbucks, realize it was closed and head to McDonalds, including ourselves.

Second. When I was interning at the Ad Agency, I volunteered to help with a lot of PR events on the McDonalds account. In one case, we were set up outside of a baseball game, giving out free samples of McDonalds McCafe Iced Coffee. Talking to people, connecting with people, getting them to try the product. There was no mention of Starbucks, or being better than them, it was just straight up-- "Check us out". That was over a month ago, and here comes Starbucks with their taste tests. A little late starting if you ask me.

Until next time! Hope they come out with syringes with which you can just inject caffeine right into your bloodstream. WHOO!