Starbucks has a new magazine called '1912 Pike,' full of details around coffee culture and environmental practices and initiatives. The new coffee publication appears to give the brand more of a specialty cafe appearance as opposed to the conglomerate persona it has built up over the years.
The magazine includes educational information like how mold is negatively affecting coffee bean crops and the importance of fresh coffee. It also advertises the brand's initiative to plant a tree for every bag of coffee beans purchased.
'1912 Pike' is a clear branding move that aims to push the company into a more artisan and socially aware light. The name of the magazine exemplifies this, coming from the name of the brand's very first cafe location in Seattle. It is a great marketing strategy as it aims to educate people about coffee with scattered promotional content.