Starbucks Gives Cafe Customers Cup-Sleeves To Hide Their Shame
The coffee company handed out branded covers at rival chains in Russia so people could 'pretend' they bought their coffee from Starbucks.
Big brand Starbucks behaved like an underdog with a recent ambush marketing campaign in Russia. BBDO Moscow wanted to establish the chain as the maker of the best coffee around using a limited budget, so according to Comunicadores, they used branded sleeves that could be wrapped around any coffee cup.
The sleeves were placed in stores near to competitors and were also offered directly to customers leaving rival coffee shops with a take-away cup, enabling them to cover it and pretend they bought their coffee from Starbucks.