The layout is a little confusing - I think the intro copy is on the back - and there is a slightly random silhouette of a woman. But, once I had navigated this, I was pleasantly surprised by the copywriting.
I was worried by the 'Starbucks Via Ready Brew' descriptor and was expecting a lecture on how this instant coffee isn't actually an instant coffee at all. However, it was refreshingly honest about the instant-ness of the product and struck just the right tone.
So, should it or shouldn't it? Starbucks has dared to tread where Costa would love to and Caffe Nero would never dream of.
Starbucks is already mainstream and this move will not alienate its core consumers. In fact, I think it's a positive extension that could take the brand on a stage and prove very profitable. The FMCG world is unlike the one that Starbucks has reigned over, but it is a good time for this brand/product combination.
This piece is not going to win any awards for creativity but it does its job. The sample itself is slightly smoother than the average instant, but I'm not going to be throwing away my espresso machine just yet.
Design: Agency undisclosed.
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