Sometimes it’s not enough to simply launch your product and assume it will sell. And sometimes it’s not just about selling the product, but more importantly, growing the brand love. Starbucks has done just that, with the recent “secret launch” of their seasonal drink, the Pumpkin Spice Latte. Leveraging a social media experience and “hidden password” to unlock the drink at local stores early, Starbucks drove consumers to both stores and online to laud it’s latest “brandvertisement.”

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With their latest efforts, does Starbucks win bigger with sales or with increased brand advocacy? They likely reached their loyalists; could they have done something different to reach the coffee house switchers or light users? #MarsTalk