INSTEAD OF STARBUCKS
in an instant
Launch a new product: Introducing Starbuck’s radically new version of instant coffee
But “instant coffee” conjures memories of tasteless floating crystals, not delicious Starbucks coffee. How could Starbucks launch without being weighed down by the category’s worst attributes?
Sometimes just one word or phrase can prime the audience and get them hearing things differently.
We changed the focus of the message with a subtle but critical language shift: it’s not instant coffee from Starbucks, it’s Starbucks coffee, in an instant.