Starbucks is continuing the activity dedicated to its 40th anniversary by introducing new offerings and designs as well as announcing upcoming events revolving around the big date. Yesterday, March 8, Popsop reported on the launch of the new logo of the brand and previewed a range of volunteering projects slated for April, and now the new Starbucks eco-store design, unveiled in Knightsbridge (London), gets into the spotlight.
Image: Starbucks packaging with the new design, www.underconsideration.com
The brand revamped the interiors of its venue in the capital of England, making the store design look greener and more relevant to the brand’s ideology of sustainable business and dedication to eco-friendly solutions. According to www.markeingmagazine.com, the interiors of the store, which “marks a further step in the transformation of Starbucks business,” were developed using reclaimed materials and technology, which helps reduce water and lighting energy consumption by up to 40%. So far, it is not mentioned if the new look will become the template for redesigning other venues in Starbucks chain or it is an exclusive touch only for one of the cafés in London.
Starbucks also launched an international print advertising campaign, revolving around the strong connection between the brand and its fans and using the strapline ‘You & Starbucks. It’s bigger than coffee’, which was previously employed in its Shared Earth sustainability project. The campaign includes a range of advertising elements (print, TV and social media) to promote the updates and invite consumers to share happiness and joy with Starbucks on its corporate anniversary and further.
Image: www.marketingmagazine.co.uk
The print ads by BBDO feature lines like ‘Forty years of expertise. One-of-a-kind taste. Endless moments to enjoy’; ‘It’s our anniversary, but you get the presents’; »For our 40th anniversary, we got you something’ and ‘The world has a pause button.’ According to Stuart Elliot, who is a co-writer of Media Decoder blog on New York Times platform, the television commercials (in the U.S.) will say, ‘We’ve been thinking about you’ and ‘Without you, there is no us.’