Rate the Ad: Starbucks: Heritage Logo

The hurting coffee-slinger dusts off its original logo for a new product launch

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Last time, Rate the Ad featured DDB, San Francisco's bleeped-out, "hardcore clean" Tilex spot, which touts the rampage approach to cleaning the tub. The spot's only character, a lady with no trace of a Suzy-homemaker apron, busts through the bathroom wall in her car and curses her brains out while zapping tile scum with Tilex.
Heavy-handed or refreshing for a category that loves housewife stereotypes? The unusual approach earned both applause and scowls from Rate the Ad-sters. Viewer "patula212" called the execution "simple and clever" and "sarguello" lauded it as "outside the box thinking." Commenter "whatever" celebrated the spot as someone who's sick of seeing side-by-side kitchen counter bacteria comparisons. On the other side, "ljones" chimed in, "Misses the mark. I get what they mean but it's a little over the top." And, most eloquently, "rrrandrsf" added, "[email protected]&$!*g confusing."

Stepping in the branding arena for this week's item, tell us what you think of the reemergence of Starbucks' original, brown logo. Starbucks' hot cups across the country are currently sporting the retro, two-tail mermaid logo with the added copy "Fresh Roasted Coffee," instead of the usual, iconic green symbol. A Starbucks spokeswoman says the old-school logo came back to celebrate the 37-year-old company's Seattle heritage and that the switch is only temporary. Cups will return to their prior green-branded splendor in several weeks, while the retro logo will remain on the newly-launched everyday brew, Pike Place Roastâ„¢. With recent bad press and negative consumer taste-test reviews, is the new "fresh" blend and the nostalgic branding campaign just a ploy to remind consumers of a time they didn't associate assembly-line lattes with that green ring and mer-head?

So what do you think? Does the old symbol smell like a fresh cup of joe and the good ole days? Or, does it just stink like an empty marketing scheme? Tell us here or in the original item's comments field.
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