Starbucks TV Campaign is Culture ShiftStarbucks's first national TV ad campaign marks a turnabout for the coffee giant, which built itself into a global chain with word-of-mouth buzz. Starbucks Corp. started its first national brand campaign on television Friday night, as one of the world's most successful consumer brands tries mass marketing to jump-start slowing sales growth.
The decision is a cultural turnabout for the coffee giant, which built itself into a global chain by harnessing word-of-mouth buzz. Starbucks's chairman, Howard Schultz, wrote a decade ago: "[B]y its very nature, national advertising fuels fears about ubiquity."
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