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'
CHICAGO (AdAge.com) -- When Starbucks entered the instant-coffee market two years ago this February, the company was not bashful, heralding the Via launch as a "transformational" moment that would "reinvent" the much-maligned instant category. And when the brand went national that September, President-CEO Howard Schultz flatly said it "will change the way people drink coffee." Was he right? ...