Ideas
Explore the world's #1 largest database of ideas and innovations, with 481,326 inspiring examples.
Trend Reports
Discover why 1,297 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 103,687 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 1,297 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 103,687 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Articles & Magazine
Get inspired with our 4,233 innovation strategy articles, keynote, videos and innovation tools.
Innovation Awards
Trend Hunter’s Innovation Strategy Awards recognize the best innovation tactics gathered from our interviews with some of the world's most notable business leaders, authors and change makers.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Innovation Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
FuturistU
Prepare for the years ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Innovation Books
Join 20,000,000 people getting better and faster with our New York Times Bestselling books and keynote videos.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Custom Masterclasses
Join the world's leading brands who leverage our custom programs to accelerate innovation.
FuturistU 5-Day Program
Become a Futurist with our immersive 5-Day program at Future Festival World Summit.
Online eLearning
Learn the fundamentals of futurism and trends with 100+ online courses about innovation.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Follow-Us
Join our 3,500,000 social media followers, on the cutting edge.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our in person events.
Free Webinars
Learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 481,326 cutting edge ideas.

Starbucks Debuts On TV

Clean the Sky - Positive Eco Trends & Breakthroughs

Can Holiday Ad Bring Back Customers?

— November 17, 2007 — Pop Culture
For the first time, Starbucks is launching a television commercial. The animated "Pass the Cheer" ads will air in an effort to counteract the just-released news that the coffee chain is suffering from a depreciating customer base.

For the first time in the company's history, customer traffic fell in the fourth quarter, a dangerous sign especially right before the holidays. Is Starbucks falling out of style? Will it not be the place to spend cold afternoons this winter? Maybe the ads that are "so holiday that it will blow you away," might actually save the brand.

"As we grow our stores, we're trying to reach out to this broader audience that maybe [has] not had a chance to experience Starbucks," said "CEO Jim Donald.

Seriously? I think that everyone living in a city with a Starbucks, that isn't entirely opposed to it, has been to one. Reasons for not liking Starbucks, according to those I've talked to, is due to the high prices. But I had to do a little research anyway. OrganicConsumers.org said its due to sentimental (killing off independent shops), political (fair trade policies) and the fact that it "has come to represent an insidious sort of big-business inexorability and a particular brand of 'lifestyle' marketing epitomized by the company's own chief product. They're not selling coffee so much as the 'Starbucks Experience.'"

It's true; it is the experience. Still, I'm quite surprised at this. This is the first report I've encountered entailing a dwindling customer base at Starbucks. As a self-professed addict, I have to say I haven't noticed any lack in customers, despite the price hikes this summer. I assume others, like myself, are willing to shell out he additional $0.09 to indulge in their vice.

Chairman Howard Schultz believes customers will stay loyal, and that once enough people see how fab Starbucks really is, with help from the TV ads, he has no doubt patrons will flock in again.

"As a national leader, we have an opportunity to make sure our voice is heard in the all-important media of TV. This is the beginning of a new opportunity for us," Schultz said. "We are up for the defense, and we will get on the offense."

The campaign airs Friday; let's see how successful it is!

Some random facts:
There are over 15,011 Starbucks store
An average of 6-7 new Starbucks cafes open daily
In the last year, over $1 billion was loaded onto Starbucks cards (and spent, too!)

Please note that the embedded commercial is NOT the new campaign, just a fun one I found on YouTube.
Trend Themes
1. Starbucks TV Advertising - Starbucks is debuting a television commercial called Pass the Cheer, in order to counteract the news that the coffee chain is losing customers. This marks the first time the chain is launching TV advertising.
2. Customer Base Decline - Starbucks recently reported a decline in customer traffic in its fourth quarter; a dangerous sign, especially right before the holidays.
3. Experience Marketing - The perception of the 'Starbucks Experience' may be a contributing factor to both its success and customer base decline.
Industry Implications
1. Coffee Industry - The coffee industry may be impacted by Starbucks' use of TV advertising and its recent customer base decline, as others in the industry may increase competition to capture those customers.
2. Marketing Industry - The marketing industry may be impacted by the trend of experience marketing, as more companies may try to emulate Starbucks' success through creating a specific brand experience.
3. TV Broadcasting Industry - The TV broadcasting industry may see a shift in advertising patterns as companies such as Starbucks use TV advertising as a means to revive their business.
3.7
Score
Popularity
Activity
Freshness