Starbucks: We're No 'Poster Child for Excess'

Coffee giant plans media push to reverse consumer perceptions
By Clay Dillow,  Newser Staff
Posted Mar 19, 2009 12:21 PM CDT
A Starbucks staff member hands out free coffee to customers at an event to mark the 10th anniversary of Starbucks' launch in China, at the the company's original outlet in Beijing.   (AP Photo/Greg Baker)
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(Newser) – Starbucks has become a “poster child for excess,” says CEO Howard Shultz, and the traditionally advertising-shy company is planning media blitz to combat that, Advertising Age reports. TV and Internet ads and social-media efforts will attempt to change the "myth out there that there's this $4 cup of coffee at Starbucks ... and if you want to be really smart," you should cut it out, said Schultz. Half the chain’s beverages cost less than $3; a third cost less than $2.