Coffee giant plans media push to reverse consumer perceptions
(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. More»
