Thank you for showing us how to ignore the blindingly obvious. I was staggered to see that you are due to launch a Galapagos variant of the premium Starbucks Reserve line. Errrr…is that not slightly in danger of being labelled as “unethical sourcing”?
The way I see it, this could go one of three ways:
- Abject failure due to consumers not being so happy about Starbucks harvesting (might as well be Slash & Burning as far as the British Media will be concerned) in one the World’s remaining Natural Wonders.
- A bunch of people (not all of whom are Starbucks employees) snap up all the stock, thereby creating a buzz of scarcity. All goes swimmingly and the guys at Starbucks are dead pleased as there’s lots of traffic to the site and samples are appearing on eBay at $50 a pop. The buzz hits the mainstream, resulting in rallies and parades organised by Greenpeace and a massive climb-down, PR-rescue strategy and a $75m compensation package imposed by The White House.
- No-one will really notice and Starbucks Reserve Galapagos will be consigned to the shelf of “Heroic Failures“.
The brief may have been “To get into Grocery via a super-premium range that will act as a halo for the entire brand”, but my feeling is that you should have paid attention to the blindingly obvious (unethical sourcing (real or perceived) ain’t too popular these days).
Thanks to www.dieline.com where I spied this story:
“Starbucks Reserve, a line of ultra-premium, single-origin coffees will launch this fall in select U.S. stores. Chosen by Starbucks coffee buyers for their unique flavors and rarity, Starbucks Reserve coffees will be offered in limited quantities and while supplies last in select stores within metropolitan markets including New York City, San Francisco Bay Area, Los Angeles, Washington D.C., Boston, Seattle, Portland, Ore., Chicago, Dallas, Philadelphia, Atlanta and Miami. The first offering, Galapagos San Cristobal, originated on San Cristobal, an island in the Galapagos Islands. The subtropical region’s intense microclimate, rich volcanic soil and equatorial sun create ideal conditions for extraordinary coffee.”