In July, I ranted about how there isn’t a faster way to commoditizing a brand than using unemotional and uncreative language. The example I used was Starbucks and this billboard:
I wasn’t knocking the billboard tactic as OOH advertising can be used effectively. I was knocking the fast food mentality of the copy used in the billboard.
Communicating a new and improved position is totally of the fast food mindset. And, to feel the need to say BETTER COFFEE is off-putting to me. (Shouldn't the Starbucks cup automatically convey Better Coffee? After all, the "Better Coffee" angle should be the culmination of everything Starbucks has strived to communicate to customers since its inception.)
The other week I noticed a new Starbucks billboard execution going eastbound to the Austin airport. It’s being used as a directional guide to support a just-opened Starbucks location nearby.
Kudos. The language/tone isn’t unemotional and uncreative. It’s (somewhat) interesting and functional. In other words … Better Billboard. Fresher. A marked improvement.