Starbucks' Pitch: "It's Not Just Coffee"
By Eleftheria Parpis
NEW YORK -- After years of allowing fast-food competitors to take potshots at its high-priced coffee, traditionally advertising-shy Starbucks is fighting back with an ad campaign that reminds consumers "It's not just coffee. It's Starbucks."
"The coffee world is getting increasingly crowded and competitive and there is a conversation about coffee that is being had and we have not been a part of it," said Terry Davenport, CMO of Starbucks. "There are many things we do—from the quality of our coffee to the values we have as a company—that are very relevant." Convenience Store News May 4th, 2009. Keep Reading Here.
UPDATE: Mickey Dees McCafe' The Coffee Wars just starting to heat up GRIN.
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