Starbucks - charging a fortune to make the world better, dammit
Ah, Starbucks - the sweet, sweet aroma of corporate America. Why do we stump up the best part of a fiver for a cup of the stuff? For the flavour, or the name? With indie coffee houses now ten a penny, and the likes of McDonalds already encroaching on their trade, the company has devised a new advertising campaign to explain why they burgle your pocket.
In the US, a series of ads will warn the mainstream cattle that "It's not what you're buying, it's what you're buying into" and "Beware of a cheaper cup of coffee, it comes with a price" and then explain that Starbucks make jillions from selling coffee to make the world a better place, not swell their profits to a Ron Jeremy-sized girth. All the ads carry the strapline: "It's not just coffee, it's Starbucks."
The ads state that Starbucks is in the business of buying fair-trade beans and providing health care for US employees who work more than 20 hours a week, and that's they why charge a little more, see? Except that doesn't explain why the prices are extortionate in the UK where employees don't need health cover, unless Starbucks is signing them up to BUPA.
It's almost like Stella Artois' Reassuringly Expensive campaign, but nowhere near as much fun. And you don't feel all that reassured, either.