While a Starbucks drink may cost more than average, they manage to reduce customer dissonance by combining a social responsibility initiative with product excellence. This advertisement caught my attention because even though it targets a specific consumer segment, coffee lovers, it still manages to connect those consumers to others such as farmers and communities.
Accompanying the “Shared Planet” slogan is a “Three Great Coffees Doing Great Work” tagline. The three distinct new coffee bean products each promote something different.
This specific blend addresses fair trade between Starbucks and the coffee farmers. This blend illustrates how Starbucks pays fair prices to benefit the farmers and protect the future of coffee farming.