In the midst of a global pandemic, the coffee giant is taking a new approach to its campaign to help the world recover from the outbreak: creating ads that make it seem like you’ve just hit the ground running.
“We’ve had a lot of people ask, ‘What is Starbucks doing to help?'” said Tim Pernick, Starbucks vice president of public affairs.
“So I think a lot is about being in a position to be a little bit more accessible and to try to answer those questions more broadly.”
The company’s brand campaign is designed to make it look like the best Starbucks coffee has ever been, with a tagline that suggests the world is on the verge of a pandemic.
“The world has been hit by an unprecedented epidemic,” reads the tagline.
“We are here to help.
We are here for you.
You are in the right place.
We will not rest until you are fully recovered.
We know you are hurting, but you are also in a place of comfort.”
The brand campaign follows an announcement that Starbucks is changing its name to Starbucks Coffee, to align with its new business model, which promises a higher profit margin and lower costs.
Starbucks hopes this new approach will help it attract customers from more than 190 countries around the world.
“When you start talking about people wanting to know how they can help, that’s the beginning of the story,” said Pernell, who also oversees Starbucks’ digital strategy.
“You have to ask, where are they?”
Pernick acknowledged that it might be difficult to tell consumers about Starbucks’ brand change from a company perspective, because many consumers won’t know about the company until after they’ve been infected.
“You can be a great coffee retailer and you can have some great coffee, but if you have a product that doesn’t look good or is not as good as you want, you can start to feel like you are being lied to,” Pernicks said.
“That’s not how this brand is meant to be.”
Pernicks acknowledged that the company may face criticism from consumers who see its brand change as a distraction.
“It’s not really a distraction,” Parnell said.
“I’m not saying that’s a bad thing, but it’s not the story that we’re telling.”
Parnell acknowledged that some customers may not like the new brand, and that some may feel it’s too similar to Starbucks’ other coffee offerings.
“But we’re making this choice, because we want to tell the truth, and we want people to be able to have that choice,” he said.
Starbucks also said that the new branding will be available to all customers within the next two weeks.
The company said that it will be adding a new section on the company website called Starbucks Cares, which will offer information on the importance of food security, water supplies and more.
“Starbucks is committed to providing safe and clean drinking water for all people, regardless of their socioeconomic status,” the company said in a statement.
“The new logo reflects this commitment.
This new look will make it easy to find the Starbucks Caring section on our website.”
Follow Amber on Twitter: @amber_stewart