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I’ll bet you didn’t know that many of Starbucks’ (NASDAQ: SBUX) drinks provide half of an adult’s recommended daily allowance for both calcium and vitamin D. Well, Starbucks wants people to know that fact, and they’ve jumped on board the Got Milk bandwagon to spread the word.
According to Sal Taibi, president of Lowe who created the ad, “Starbucks is a big seller of milk, but people don’t think of the company in that way. Now, given how health conscious people are, Starbucks saw this was a great way to get milk in the diet, and the processor saw value in getting that message out there.”
So next time you need to boost your calcium and vitamin D intake, don’t reach for a glass of milk. Instead, order a latte grande and get your vitamins and caffeine boost all in one shot. It’s called multi-tasking. At least that’s what Starbucks thinks.
What do you think of the Starbucks Got Milk campaign? Can the addition of milk to a huge cup of coffee really make consumers justify their caffeine addictions or is this more like McDonald’s (NYSE: MCD) saying you can get your full recommended daily allowance of protein from a Big Mac? Is it just me or is there a disconnect between Starbucks and Got Milk that just doesn’t sit right? In fact, I’m tempted to use the word curdle to describe the relationship, but I’ll refrain.
Leave a comment and let Brandcurve readers know what you think about Starbucks and Got Milk.
Tags: Starbucks, Got Milk, Starbucks Got Milk, Lowes, Got Milk ads, brand benefit, branding, marketing, advertising
1436 days ago
[...] Quelle: Brandcurve [...]
I think you got it straight to the point. I couldn’t help but laugh a little at your McDo’s comment. It is, indeed, hilarious. The fact that companies like this play simple tricks like these can be quite unfortunate, but due to the lack of consumption education from the general market (no offense to anyone), they get their way with it.
However, I don’t doubt this campaign has what it needs to make it good. Got Milk has been respected and “loved” by audiences… put two brands consumers love and they might just have a hit.
I agree. There is an odd disconnect to this. Converting coffee drinkers to latte drinkers is of obvious benefit to Starbuck’s (especially with their new low price on coffee [minus the milk]). Got Milk seems to be selling themselves out. There are many items that have milk in them but I don’t think you’d want to associate yourself with them in the vein of being healthy. Like eggnog…