Starbucks' '1912 Pike' Publication Teaches Readers About Beans
Cadhla Gray — October 27, 2015 — Marketing
References: news.starbucks & brandchannel
Starbucks has a new magazine called '1912 Pike,' full of details around coffee culture and environmental practices and initiatives. The new coffee publication appears to give the brand more of a specialty cafe appearance as opposed to the conglomerate persona it has built up over the years.
The magazine includes educational information like how mold is negatively affecting coffee bean crops and the importance of fresh coffee. It also advertises the brand's initiative to plant a tree for every bag of coffee beans purchased.
'1912 Pike' is a clear branding move that aims to push the company into a more artisan and socially aware light. The name of the magazine exemplifies this, coming from the name of the brand's very first cafe location in Seattle. It is a great marketing strategy as it aims to educate people about coffee with scattered promotional content.
The magazine includes educational information like how mold is negatively affecting coffee bean crops and the importance of fresh coffee. It also advertises the brand's initiative to plant a tree for every bag of coffee beans purchased.
'1912 Pike' is a clear branding move that aims to push the company into a more artisan and socially aware light. The name of the magazine exemplifies this, coming from the name of the brand's very first cafe location in Seattle. It is a great marketing strategy as it aims to educate people about coffee with scattered promotional content.
Trend Themes
1. Specialty Coffee Culture - There is a growing trend of coffee brands creating magazines and publications that focus on coffee culture and education, providing an opportunity for coffee enthusiasts to dive deeper into the world of specialty coffee.
2. Environmental Sustainability - Coffee brands are increasingly incorporating environmental initiatives into their branding and marketing efforts, signaling a trend towards more sustainability-focused practices and appealing to socially conscious consumers.
3. Artisan Branding - Coffee companies are repositioning themselves as more artisan and specialty-focused, leveraging branding efforts like creating magazines to elevate their image and stand out in a saturated market.
Industry Implications
1. Coffee Industry - The coffee industry has an opportunity to capitalize on the trend of specialty coffee culture magazines by creating their own publications to engage and educate consumers, while also showcasing their unique offerings.
2. Publishing Industry - As coffee brands venture into publishing, the publishing industry can explore partnerships and collaborations with these brands to create and distribute coffee-related content, tapping into a niche audience and expanding their reach.
3. Sustainable Packaging Industry - The trend of incorporating environmental initiatives in coffee branding presents an opportunity for the sustainable packaging industry to innovate and provide eco-friendly packaging solutions to coffee companies looking to align their products with their sustainability goals.
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