More and more ad campaigns focus exclusively on getting your attention through visuals. While I am definitely an advocate of eye-catching design, I also absolutely believe that to get a good return on your investment, design and good copy go hand-in-hand.
Which is why I was so interested in hearing that Starbucks is running a new campaign: a series of full-page newspaper ads that are loaded with copy. A full-page ad? With loads of copy? This is definitely a different tactic. And it’s one that I am interested in seeing.
Both their website and the senior vice president of marketing’s blog offer a sneak-peak of the ads (I can’t display them here without a password). But from Advertising Age I learned that the ads will tell their story of what separates them from their competition, with topics including their use of fair-trade beans and giving health care to many part time employees. The ads will also address the issue of price—warning that “paying less for your coffee comes with a price.”
Come Sunday, I’ll definitely check out the first ad in the New York Times to see just how much copy there is and to see if it is compelling enough to keep me reading. Then, of course, the true test for this trend-bucking tactic will be to see if the ads have any effect on the company’s bottom line.
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June 3rd, 2009 at 12:48 am
[...] I posted about how Starbucks was bucking the short-copy trend — opting for a page of copy rather than a one-line zinger. But it looks like they have been [...]