Tuesday, January 9, 2018 is a date that will go down in Starbucks history.
You guessed it, it was the day they released blonde espresso: a product as interesting as the fact that Starbucks had literally gone back on everything they have ever said for the past 43 years in one cup of coffee.
They have always said that espresso should be strong and intense. And now, they give us this? By definition, they have completely ruined the whole idea of a "brand" and should have lost all their customer's trust.
But they didn't.
Why not? Because they owned up to it.Â
Their signs read: "Who says espresso has to be intense? We have for 43 years. But we're Starbucks Coffee Company. So we did the exact opposite. Espresso that's subtly sweet. Smooth without the roast edge. A whole new choice."
This success was 50% public relations and 50% marketing. They went against everything they said, but they told you they did. After that, it was just up to marketing to make it look appealing (and I suppose they had to make it taste good too).Â
When you're walking down the street, you can't help but notice that the classic dark green hue has been replaced with a vibrant yellow. That simple change in color quite literally drew me into a shop a couple days ago. But the hype isn't just on the streets; it's online too.
Starbucks changed their whole look on social media.
Even though they went back on their original notion of "strong espresso," they completely embraced the new product and stayed consistent in they're marketing.Â
Basically, I think this whole campaign was a huge success.Â
What do you think of #BlondEspresso? Comment below!