Advertising Age Article Abstract
Starbucks Marketing Push for Via Begins With Taste Tests
Instant-Coffee Product Also Gets Unorthodox Retail Distribution Through REI, Office Depot, Hotel Chains
CHICAGO (AdAge.com) -- Starbucks launches its first major advertising and marketing campaign Tuesday for Via, the instant-coffee product it spent 20 years developing. The marketer is tapping traditional and social media, and asking consumers if they can tell the difference between the instant variety and the brewed coffee that made it a household name. ...