Because Compromise Has a Bad Aftertaste
For a while now, Starbucks has been playing the silent martyr. They’ve been promoting Fair Trade, Conservation International, and Product (Red) for years without really taking advantage of the good PR that those kind of practices can produce. These days, possibly one of the world’s most well-known coffee providers are starting a new, simple ad campaign that will promote not only the value of their products, but also their own values.
It’s not flashy, and it’s not complex. Starbucks is just telling their story. A series of images based on slogans based on burlap sacks tells a between-the-lines story of a company that cares about the quality of their product and about the morals behind the company. There’s no blood and guts, just catchy taglines that will (hopefully) let the consumer know that their product has, and will continue, to be in good moral standing. You’re sure to see these slogans on store windows on EVERY corner near you soon.