Written by Anya
In my mind, there are some things that just don’t go together.
-Filet mignon and BBQ sauce
-Shorts and Ugg boots
-Teenagers and driving
-Quality coffee and instant coffee
Starbucks Corporation apparently feels differently (about instant coffee that is). After a pilot program in which it sold its Starbuck’s Via Ready Brew in Seattle and Chicago, the company is now poised to offer the product nationwide and in Canada.
Starbucks is moving forward with an innovative and far-reaching marketing plan. In addition to a video posted on its web site extolling its claim that Starbuck’s instant coffee “is not instant coffee as you know it”, the company is partnering with unconventional retailers such as REI and Office Depot to get its product on store shelves. They will also do something they have never done before – buy television airtime.
Starbucks faces some hurdles, not the least of which is convincing coffee snobs to give the new creation a try. Early reaction has been generally positive, however. There are consumers that haven’t been willing to try grandma’s brand of instant coffee and also don’t care for the energy drink craze. These folks will probably be willing to give it a try and if it actually tastes good, will come back for more.
As for me? Well, I am somewhat fussy about my choice of caffè, but I also love the idea of having a hot cup of Starbucks coffee ready within 45 seconds. I’ll give it a try.
Tell us about your favorite brew! Are you interested in trying this product? Why or why not?