You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Via Steamed Up the Instant-Coffee Category Starbucks' Premium Blend May Have Swayed Skeptics but It's Yet to Realize Goal of 'Additional Usage Occasions' By E.J. Schultz, Published on January 24, 2011 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.