Free Starbucks today : Brand awareness techniques that make the consumer feel valued

I don't know about yours, but my twitter stream went mad this morning for the Starbucks free tall latte promotion that hit the UK before noon. The idea seems to be to encourage consumers to recognise the change made in Starbucks franchises that aims to make us feel more valued as customers. The film made to promote this campaign (shown above) focusses on the 'generalisation' factor by which we live. It states the importance of one-to-one customer service and encourages consumers to 'introduce themselves' when coming into store. A lovely idea by all accounts, and I for one am excited to see my name on my next take-out coffee instead of the usual code for 'Tall Skinny Sugar-Free Hazlenut Latte' that more often than not imprints the cup.


I love this marketing idea and my social media feeds alone are evidence that the technique has made an impact and increased word of mouth. Its nice to see that not just the boutique companies deem customer service a core business value and this focus on brand personality really makes a difference! Marketing at its best.