VIDEO: What did Starbucks customers think of its free latte offer?
By Sarah Johnson, marketingmagazine.co.uk, Wednesday, 14 March 2012 01:15PM
Starbucks had a long queue snaking around at least one store this morning, after offering a free latte to everyone who introduced themselves to staff. We asked customers what they made of the offer.
Starbucks backed the offer and its more personal approach, with TV and press ads this week, while social media noise was amplified by comedian Jimmy Carr getting involved and telling his Twitter followers about it.
All of the customers we interviewed in Hammersmith were frequent Starbucks customers and none admitted to switching from another coffee chain just to take advantage of the offer.
While most took up the offer, some said they had stuck with their usual preference and had ordered something other than a latte.
One customer, Emma Friedman, said she had seen the offer advertised through Facebook. She would have bought coffee anyway, she added, but admitted she had taken advantage twice already today.
Regular customer Alex, who didn't order a latte because he doesn’t drink milk, said: "That is the busiest I've ever seen that store. There’s probably twice as many people in there as normal."
The TV and press ads were created by Abbott Mead Vickers BBDO, with media planning and buying handled by Manning Gottlieb OMD.
The offer coincided with Starbucks relaunching its latte to include two shots of espresso rather than one shot, to cater for changing British tastes.
Follow Sarah Johnson on Twitter @BRproducers
This article was first published on marketingmagazine.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Graphic Designer Recruitment Genius £20000 - £25000 per annum, Maidstone
- Senior Account Manager/Junior Account Director Purple Consultancy £38000 - £45000 per annum, London
- Five black Pencils awarded at D&AD 2015
- Diageo and BBH end 15-year relationship
- Campaign Viral Chart: True Detective trailer in number one spot
- Managing director Paul Hayes to leave News UK after 15 years
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Pimm's launches weather activated OOH campaign