In a hostile and hilarious marketing ploy by Starbucks Coffee, the brand has created Starbucks postcard sleeves that can be used to cover your non-Starbucks coffee cup.
Starbucks has been open in Russia since 2007, but hasn't had the same dominant success it experienced in other places. In response, advertising agency BBDO Moscow created this marketing strategy and placed the Starbucks postcard sleeves in stores adjacent to rival coffee shops. BBDO Moscow claims that the ploy has increased franchise ownership.
This stunt proves that it doesn't matter what brand of coffee you drink, it only matters what brand of coffee everyone thinks that you drink. The more folks see that circular green mermaid symbol walking around their streets, the more they will want to join the club.
Brand-Trading Coffee Sleeves
Starbucks Postcard Sleeves Cover the Shame of Other Brands
Trend Themes
1. Branding Cover-up - Create branded accessories that can cover up or hide competing brands in order to increase brand visibility and customer loyalty.
2. Marketing Proxies - Develop advertising strategies that place branded items in close proximity to competitors to influence consumer perception and drive franchise ownership.
3. Symbolic Influence - Leverage iconic brand symbols to create a sense of exclusivity and aspiration, encouraging consumers to join a desired brand club.
Industry Implications
1. Advertising - Opportunity for advertising agencies to devise creative marketing tactics that incorporate branded accessories to promote client brands.
2. Coffee - Coffee shops can explore strategies to leverage branded accessories to enhance brand recognition and attract new customers.
3. Franchise - Franchise owners can use the concept of branded accessories to differentiate themselves from competitors and increase customer loyalty.