In order to push sales of the ready-to-drink coffee category, Starbucks needed to create more awareness of the different varieties the company had launched. An ad for the DoubleShot product was created featuring a guy named “Glen”, who drinks a can in the morning to “bring on the day”. In the ad, members of the band Survivor sing about Glen´s career ambitions to the tune of their hit song “Eye of the tiger”. This song was the popular anthem that fueled movie´s boxer Rocky Balboa to become a champion again in the 1982 feature film, “Rocky III”. This song forms part of the popular culture of North America and it is usually used to motivate and crank up teams and fans in all kind of sports games.
The ad was very popular and had a high success among men and women. The key ingredient to that popularity was the music, as the ad is very simple and clear. By linking a very popular element of the culture, a song, which shares the same characteristics and sensations with such a different product like a Doubleshot, people associate both products. It is a very smart strategy.
No comments:
Post a Comment