"Instant coffee is #delicious!" said no Millennial ever. That is until Starbucks got into the game with the goal of changing that perception, and assuring young instant drinkers that they no longer had to sacrifice taste for convenience. With Starbucks VIA Instant, the actually delicious category counterpoint, the brand re-launch sought to shake Millennials from their average instant coffee trance. Anchoring the effort was a print ad that defied the conventions of instant coffee advertising. With clean, elevated design and photography focused on taste appeal, the ad is boldly, beautifully not your average instant coffee advertising.