TITLE

Sharing Starbucks quandary at AAF

AUTHOR(S)
Jensen, Jeff
PUB. DATE
June 1996
SOURCE
Advertising Age;6/10/1996, Vol. 67 Issue 24, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Suggests that although Starbucks Coffee Co. has not found the right creative concept yet, it is set on launching it's long-awaited branding campaign from Goodby, Silverstein & Partners. How the rejected ideas were shared at the American Advertising Federation (AAF) by Goodby; Opportunity to redefine what coffee means to a generation; Gearing marketing effort toward Starbucks' 25th anniversary; Uncertainty as to which approach and what kind of media Starbucks will use.
ACCESSION #
9012310658

 

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