Starbucks’ advertisements in movies

By  Ya LIN There are many movies who have coffee shops as a background scene. The coffee shop is like a microcosm of society. We can meet a wide variety of people in a coffee shop, students, white-collar, housewife… In a movie, a coffee shop can be a place for a first date or a…

Coffee brands want a piece of co-branding

By  Ya LIN In the past two years, co-branding is a high-frequency word around us. Many brands have enjoyed the benefits of co-branding. Millennial customers are always the main target of the co-branding strategies, they are willing to spend money on these joint products. Obviously, the co-branded product is more attractive than the single brand…

Starbucks Unique Brand Community?

By Bingye CHEN In recent years, many brands have found the importance of building their own brand community, because it is a good channel to keep in touch with their consumers and also get feedback from them, conveniently. According to Wikipedia, the definition of brand community is “a community formed on the basis of attachment…

Nespresso’s luxury in-store experience

  By Amélie BLANCHERI      Nespresso is leading the market by providing luxury coffee thanks to a strong strategy. First, as we said in previous articles, celebrity endorsement participates a lot in building a luxury image: George Clooney and Penelope Cruz are not just selling the products, they are justifying the premium value. The…

McCafé’s recent controversial television ad- Baby Drive-thru

By Ying ZHANG Brands want to use unforgettable advertising to attract more guests, thereby improving the brand’s performance, and McCafé is no exception. McCafé recently launched a controversial advertisement in Australia:  An exhausted father passed through a deserted McCafé’s driveway endlessly, and the staff frantically tried to fill his order instead of awakening his sleeping…

Nescafé upgraded brand image: logo & slogan

By Ying ZHANG Today, people can access Logos and Slogan almost everywhere, and those have entered into many people’s mind. The logo has a wide range of functions, and there are many functions that cannot be ignored. Mainly manifested in:  (1) The function of identifying the source of goods. (2)Promotional sales function. (3) The function…

Mc Café’s mimetic strategy: Starbucks’ bugbear?

By Anaëlle DANICAN The Mc Café concept was launched first in Melbourne, Australia in 1993. In 2003, Mc Café has become the biggest coffee chain in Australia and in New Zealand. Since then, the number of Mc Café around the world has increased and Mc Café has been considered as a great competitor for Starbucks….

Innovative Flavor in Coffee Industry

By Bingye CHEN Everyone has their own inclinations for coffee flavors, Italian condensed, Americano, Cappuccino, Latte; people have a wealth of choices. For coffee brands, in order to satisfy the discerning consumers, they have been trying new taste creation. The new taste, new feeling, more brand love. picture source:businessinsider.fr McCafe: launch a series of new…