This is a huge promotion for Starbucks. They have launched a splashy campaign, with CEO Howard Schultz touting the new product with all the multimedia glitz of an Apple IPod unveiling. With a Starbucks channel on YouTube, the company even put together a video travelogue of sorts introducing the new Via coffee to many coffee drinkers across the country. Finally, in a first for the company, it is also running a national TV campaign.
Indeed, Starbucks is so willing to bet that you won’t know the difference between a hot cup of their new instant coffee and their own brewed coffee. Starting this Friday, October 2 and running through next Monday, October 5, go into any Starbucks around the country and take the Via (that’s the name) Taste Challenge.
They will brew you a cup of the instant stuff, which, for your information is the Colombian blend (the packets also come in Italian Roast), and then serve you a taste of their excellent Pike Peak Roast brewed coffee. You will decide. And for your efforts in helping them roll out this product, Starbucks is giving you a coupon for a free brewed coffee and a $1 off coupon off the new Via instant coffee packets. Via will not only be sold at Starbucks stores; they will be available at retailers like Costco and Target. Packets of 3 will retail for $2.95 while packets of 12 will cost $9.95