Siren

When Starbucks was founded in Seattle in 1971, it began to expand rapidly. The coffeehouse company now runs more than 20,000 stores in 61 different countries. America with more than 13,000 stores - is the biggest fan. Although there is a much smaller chain existing in Canada, I'm sure you know what Starbucks is. In 2006, Starbucks spent 87.7 million on advertising, only 1.4% of their entire 2005 revenue.  Surprisingly, other leading companies such as Coke and Nike spent 11% of their revenues on advertising and marketing.  According to the Seattle Times, Starbucks is all about partying and less about spending major bucks to attract potential customers. So how come I expect you to know what Starbucks is? If you take a step back, you will realize the Siren on that white coffee cup has become a social tool. It's cool to drink Starbucks. It's cool to spend four dollars more on a coffee you can get for three dollars less right across the street.

The ambiance of Starbucks is what makes it so great. Like the company's marketing techniques, Starbucks is laid back and hip. But most of all, Starbucks doesn't need you - you need Starbucks. And what best represents that message is Siren, the Starbucks logo.

Original Starbucks logo:

A Siren - in greek mythology, is a beautiful yet dangerous creature symbolizing obsession, addiction, and death. Starbucks had chosen Siren because it wanted something nautical to represent Seattle.  

Throughout the existence of Starbucks the logo has changed multiple times. Many of the changes include cropping the picture and changing the colour. The following image is an interpretation of the Siren's future according to Felipe Torres:

The significance of the image represents the power of big chain companies. Starbucks made it self widely recognizable with Siren, and now they are also incorporating a certain shade of green. Soon enough this brand will be recognizable with that green colour; therefore, eliminating Siren. Starbucks will be green, and green will be Starbucks.

Aside from the logo, the Starbucks company also tried to incorporate many different ideas overtime in order to create profit and a better customer experience. Back in the 90's, Starbucks had tried to sell a paper version of the Microsoft magazine; however, it was very unsuccessful. In 1997, Starbucks started to stock books from the Oprah Book Club, which also proved unsuccessful. Finally in 1999, the coffeehouse published it's own magazine "Joe," which unsurprisingly lasted three issues.

"Joe," the Starbucks magazine:

Regardless of these changes, there is one thing that has kept Starbucks consistent throughout. Starbucks is a true coffeehouse. It is a third space. The place you can relax in between work and home. Starbucks has created an attractive setting for their consumers. The light jazz being played in the background, the comfortable chairs, the aroma, the getting together of people, the socialization, writing your name on the cup - Starbucks creates a one on one experience. Starbucks has always gone the extra mile, which is why many consumers say the coffee is worth the price tag.

The Man Your Man Could Smell Like

According to Yankelovich, a market research firm, the average urban dweller is exposed to 5000 advertisements per day. To me this seemed like an overstatement. 5000? Really? But as the day went on I started to believe everything I had read. I realized that as soon as we wake up, the advertising charade begins. When we walk out the door, not only are we advertising ourselves - but we're advertising everything on us or with us. The car, the backpack, the purse, the pants, the phone - everything is now an ad. It is overwhelming, it is scary, and it is the reason why our attention spans are so short. I'm pretty sure this overload is the reason as to why I can't remember where I first saw the Old Spice "The Man Your Man Could Smell Like" advertisement displayed below.

 A funny, yet generally eye-pleasing commercial, this advertisement markets Old Spice's male body wash. American actor and former NFL practice squad wide receiver Isaiah Mustafa played the main character for this clip. Considering this is a male product, one would think the target audience would obviously be the male gender. However, throughout the entire video Isaiah is speaking directly to the female, specifically the male's female partner. He is insinuating that this body wash can change her "man" for the better. This wash will encourage him to buy her the tickets to that thing she likes, it will give her diamonds - everything a girl could want! Then again, this ad could also be using a very sly approach to attract male attention.

The commercial is crisp, clean, and catchy. It caught my eye. Everything in the video looks very fresh. The clean and perfectly ironed clothes, the bright yet soft exhilarating backgrounds, and swift scenery changes made the experience a memorable one. The main character's monologue was very well written, it made me feel like I was participating in conversation with him - it felt like a dialogue. It is so catchy that some programs and many people have created their own parody of the ad.  For example, the very famous and educational kids program Sesame Street had their own version featuring Grover, teaching kids how to smell like a monster. I'm not surprised this ad grabbed the interest of more than 44 million people on YouTube alone.

Sesame Street Parody:

 
If you pay closer attention, you will realize that this ad featuring Mustafa comes in the form of a parody. It parodies the previous old spice commercials. The quick back and forth snippets of good looking models, multiple outfit changes, and different scenery. It's funny, and most of all it's light. We live in such a busy, overwhelming and sometimes dark world that commercials like these become a breath of fresh air. You see it, you chuckle, you feel better, and before you know it Old Spice wins your heart over.

1978 Old Spice Commercial:

Personally, I don't think viral advertising can make any more improvements. In fact, due to many customer requests, Old Spice has gone as far as answering questions through Isaiah in his commercial ensemble through YouTube videos. Yes, advertisements can get even more personal, specific, futuristic and flashy - but they won't get any better. The idea is to please the customer. It's not about purchasing the product alone anymore, it's about creating a place in the customer's heart. It's about creating an unforgettable memory, a journey, and an everlasting friendship.

Old Spice creating a friendship with their viewers (fast forward to 2:11):

The following links are references or more interesting clips regarding this advertisement:

Yankelovich Reference
Interesting Old Spice Case Study by Stroom Media
"The Sausage Your Sausage Could Taste Like" PARODY

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Welcome to my blog. Here I discuss, rant and talk about the drastic measures Advertising corporations and companies take in order to win over their customers.