Sharing Starbucks quandary at AAF

Jensen, Jeff
June 1996
Advertising Age;6/10/1996, Vol. 67 Issue 24, p4
Trade Publication
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.


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