Sunday, June 13, 2010

New Starbucks Frappuccino ad - the media mix.

I often get asked about my thoughts on anything new at Starbucks. I take it as a compliment. It's probably the brand I feel I know most intimately, and now that I am no longer in the inner workings, I get to think harder and smarter about it now in my attempt to piece together the 'why' behind a new initiative.

Recently Starbucks introduced their new customizable Frappuccinos... and in a typically non-Starbucks way, they advertized it, in high frequency and rotation television in Canada.

At first, I have to be honest. I didn't love the ad. Ultra product focused, less experience focused. But afterall it is a new product they want to push, so blenders and clean ingredient makes sense... but not always good creative.

I am also not a big TV advertising advocate. Starbucks does a great job with their social media programs that you'd think that TV would be pushed out of the mix altogether. I can't believe I am saying this.... but TV wasn't such a bad idea for the Frappuccino product.

Much like annoying songs on the radio that play on high rotation until they trick you into like it, I now enjoy the ad. I know it, back and forth, inside and out...I have been beaten into complacency.
Now,in my pure cynicism way, I am not attributing this to the creative work, but the media work.

Starbucks was smart. One spot, all the time = one consistant message.

There are alot of advertisers out there who are concerned about their branding and message break through. And concerned with message burn out. You only have to look to Rogers Cable or any of the big banks to see it. These brands have about 2-3 different messages in market, at relatively high GRP rates. And with all of their cues and'brand badging' (I don't love these conversations with client...I think it's beyond ridiculous sometimes)there is no message breakthrough.

My advice to them, taking a page out of the Starbucks media mix for this summer.
One message, One Product. Make it somewhat entertaining.

Be a purist.... it can work.

No comments: