Starbucks' Marketing Blunder
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Although I like—and support—Starbucks, I was surprised last week when I received an email advertising their new Black Apron Exclusives(TM) Aged Sumatra Lot 523 coffee. I mean, Sumatra was hit with devastating earthquakes and tsunamis merely a week earlier, and they’re advertising this coffee as if nothing happened? I guess I wasn’t the only one who noticed. I received an apology/we screwed up letter a few days later.
Comments (4)
Kyle said:
When I told my coworkers about this, none of them really “got it.” Maybe I didn’t explain myself well. First, Sumatra is part of Indonesia. Here are some maps: http://users.powernet.co.uk/mkmarina/indonesia/tsunami.html Secondly, these emails are an example of poor timing. It seems inconsiderate to me to advertise how you’re going to make money off of a community that just lost a lot. I know the email had been developed months earlier, but…
Maybe others feel differently…?
Posted on January 10, 2005
Clinton Carlson said:
Interesting. By releasing this e-mail and the corresponding apology/announcement of their contribution, Starbucks managed to create a much greater stir than they do on typical updates. Maybe a case where a “mistake” might be just what is needed to create awareness, and gain PR time?
I don’t doubt that they were developing this much earlier than the tsunami, and I don’t doubt Starbuck’s concern for the people of that region. I’m just putting myself in their internet marketing shoes and saying… “do we can the campaign? send it and then apologize? or reappropiate it into a relief effort?” I’d feel fairly confident that the “mistake” would generate the most interest from the media, and many consumers. And Starbucks became the hero by admitting, rectifying and responding to the situation.
Posted on January 10, 2005
Clinton Carlson said:
Funny. I just received an e-mail from World Vision and Tully’s coffee. Tully’s has committed to helping the US office of World Vision raise $1million toward disaster relief through giving 100% of net proceeds from a new “World Vision Tsunami Response Blend.” …not quite as appealing as “Black Apron Exclusives.” All proceeds of this blend through April 15 will go to WVUS.
Not sure this is any more or less admirable than the Starbucks commitment, just thought it was interesting. Now, the question is, did they do this in response to Starbucks “mistake” or did they do it on their own initiative? I hate to be skeptical, but one has to ask the question, is this just a way for Tully’s to repackage an over-stocked, under-performing inventory? Again, certainly a sharp PR and marketing department could see this as an opportunity for a write-off, and gain some good PR…and isn’t that a good trade for helping people?
I don’t think many people will or should have a problem with either of these appeals…as long as its good coffee.
Posted on January 10, 2005
Kyle said:
I received that same email from World Vision. Tully’s sounds familiar. I think they were delivering their coffee to our troops in Iraq, too. But I may be thinking of somebody else…
Anyway, this press release gives more information on the “World Vision Tsunami Response Blend” http://216.132.68.167/tc/company/cpprdisplay.asp?StoryID=156
Times of disaster (and recovery) are fertile ground for corporate help. I think I’ve counted at least 15 places I could give. I’m actually suprised at the list…let’s see… my church, World Vision and about 4 other charities that have my address, amazon, google, apple, freedomfighters.org, about 2 other places policitians endorsed where people can choose their charity, even a radio station, and a Southern California coalition. Yes, it’s a lot and it may seem like these are all available because everyone else is doing it, but they’re supposed to be convenient for everyone to give. The nice part is that most of them double-up on each other. Instead of creating NEW charities, they’re supporting existing ones.
I think it’s great the Tully’s is giving so much. Clinton, your skepticism is right-on. Even if true, it would be a good trade for helping people.
Posted on January 11, 2005