Just as Derek had noticed in his post regarding this Starbucks ad, this sounds much like the positioning statements which we had learned in class. That is what makes me remember this ad.

But for those who didn’t take COMM296, they’ll probably just remember it for being straightforward and to the point: If you don’t like Starbucks, you’ll like it now. Also, since Starbucks doesn’t roll out that many advertisements, it’ll be remembered because it is rare.

So what is this “Blonde Roast”?  Is it named as such because they’ve found the majority of Canadians to be blonde, or… what? (haha) What is unique about this roast that Canadians will like? This ad is not that informative except to say “We’ve got a new blend out”!

How is this coffee different from all of Starbucks’ current blends (which you supposedly don’t like)?

Don’t you have this question in your mind?

Consumers, now curious about this “Blonde Roast”, are compelled to do some research about this product… It turns out that the Starbucks Blonde Roast is a “subtle and soft [coffee] with mellow acidity”. It “deliver[s] an approachable and flavourful cup with slight hints of roast”. It is targeted at Canadians because apparently “[m]ore and more Canadians are enjoying [coffee with a] mellower, easy drinking taste”. One thing I’m curious about is if this roast is available in America and other countries.

Starbucks’ locational excellence promotes the company by itself without further need for advertising.  Though this ad is promoting a new product, it also serves as a reminder to non-regular customers that Starbucks has coffee available for them and even a new roast to try.  As well, this ad is effective because while customers may choose to purchase other products along with their blonde coffee during their visit to Starbucks.