Starbuck’s frothy press releases are providing sweet success
Another day, another Starbuck’s press release.
Like its coffees, Starbuck’s press releases are frothy, sprinkled with goodwill, highly addictive, but once consumed can often leave you wondering why you bothered in the first place.
The latest press release to emanate from Starbucks mirrors just about every other Starbuck’s press release I have received from the coffee chain post the tax-avoidance scandal: it was about something other than coffee and it looked to paint Starbucks as a force for public good.
It was about another charitable initiative Starbuck’s has stamped its name on.
Wifi connection, countless charitable initiatives, launch of tea brand, designer mugs, iPhone app music venture are just some of the subject matter the coffee-chain has put out press releases out of late.
Someone of a more critical bent than myself would wonder if Starbucks had something else to hide, alongside its tax bill.
But either the Starbuck’s brand still holds great intrigue or it has a remarkably effective PR machine as the amount of positive press coverage Starbucks has received following the near-fatal wound it suffered over its tax-avoidance is mind-boggling.
Just six months ago Starbuck’s reputation was in tatters, now in the eyes of some parts of the press its Lattes are all that matters.
Press releases on small-scale charitable initiatives, like its recent one to buy a coffee for the homeless, are hardly the fodder of national newspapers, but they covered it all the same and in a positive light.
I think there is probably an acknowledgement that Starbucks has been whipped enough over the tax issue and having undergone its period of penitence it is ready to be bought back to the fold.
But its renaissance contrasts markedly with other business which have suffered a corporate disaster and whose brands are likely to take years of bashing, such as BP and the vilified banks.
But let’s face it, the Starbucks brand is one of the sexier and figures prominently in many people’s lives, so as long as it keeps dolling out its press releases, the media will continue to write about it.