However, Starbucks has recently launched a fun new campaign to promote VIA, their instant coffee. The new website allows you to virtually and physically (through the use of a coupon) share a customized mug of VIA with a friend. While I’m no fan of instant coffee, I did review VIA last December and sadly, it’s better than Starbucks drip coffee. But all of my coffee snobbery aside, I do appreciate the design and—to a certain extent—the marketing behind the company. Starbucks has a solid in-house design group in Seattle and they consistently turn out high quality packaging, collateral, and emotion driven campaigns.
This new campaign does just that, while utilizing social media, customization, and mugs—which I love—and something many coffee drinkers have an intimate connection with. Now, if only Starbucks would start using them again in all of their stores, we could begin to stop wasting billions of paper cups each year (atleast they’re trying!).