Is Nescafe Advertising FOR Starbucks?
A few weeks ago I noticed a new Starbucks Via ad at a bus stop here in Chicago. The font choice was solid – a fat sans-serif. The color palette was stylish red-browns (perfect for a coffee ad).
Because I kept noticing it in passing, I did not have a chance to actually stop and read the copy until last week. That’s when I noticed a problem; the copy was confusing. At first glance, the ad’s message appeared to be suggesting the consumer should try Starbucks Via because it has less flavors and is four times more expensive than the fresh Starbucks coffee you buy at a Starbucks coffee shop. Not really a convincing sales pitch, right? That’s when I noticed the Nescafe mug hanging out in the bottom righthand corner of the ad. Then it clicked. This wasn’t a Starbucks Via ad. It was a Tasters Choice ad.
Let’s leave the coffee debate out of this post and focus directly on this question – is Nescafe accidentally advertising FOR Starbucks? The font choice, colors, and layout of the ad reeks of Statbucks. The hierarchy of the copy clearly focuses on “Starbucks Via,” if you are only seeing the ads in passing. It’s the first line, afterall.
Now one could argue the campaign intentionally mimics Starbucks branding, in the hopes that by the time the audience gets to the bottom they will realize it’s for Tasters Choice. Lets keep in mind that these are transit ads for the most part, so the audience tends to be more captive. The impressions Nescafe is buying are based on ridership, not pedestrians passing bus stops. But i would be willing to bet more pedestrians pass a bus stop than riders boarding there. So the layout of the ad seems like a gamble not worth taking based on the placement of the Nescafe branding. It’s too subdued, and the message not only gets lost, but actually seems to promote the competition to a pedestrian passing the ad.
But let’s not judge a whole campaign based on one ad. I’ve seen other Nescafe ads that are built more effectively, such as the third photo in this post. I say ditch the ads that lead off with “Starbucks Via,” and keep rolling with the rest.
Posted: May 28th, 2009 under Advertising, Graphic Design.
Tags: Advertising, Graphic Design