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When you’ve made your stockholders rich by selling $4 cups of coffee, surely your next move would be of a similar strategy?

Wrong-O, coffee breath. Starbucks is introducing INSTANT Coffee. So, Starbucks is now saying, “Hey! Instead of stopping here in the morning for a $4 cup of coffee, get up 5 minutes earlier and make a 50 cent cup of coffee at home.”

I’ll let that sink in while I talk about the ad executions. In my opinion, well-executed and memorable. I can see the conversation between Starbucks and their ad agency – “Hey! We’d like to shoot ourselves in the foot – we need your help aiming!”

In my opinion, I think these funny ads are going to cause people to flock towards the cheap coffee, while store sales drop. I can’t believe marketing MBAs with $120,000 degrees are making these decisions.

When your brand is associated as being expensive, yet you have a loyal following, don’t screw it up. Introduce a new brand. Make new friends without offending the old ones. Because once you’ve lost your good name, that’s it.

by Dwayne Fry Brand Futurist The Republik Commander Strategic Ops

Photo Credit: © Starbucks Corporation