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Get Savvy, busy, millennial coffee drinkers to upgrade their instant coffee by showing them that they don't have to trade-off taste for convenience - they should be able to have both because Millennials want it all.
"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.
The rebranding results were successful in continuing to place coffee at the core of the Starbucks brand message. The visual direction is regarded as having improved the representation of Starbucks VIA instant coffee to that of traditional brewed coffees.