On September 29, 2009
Starbucks Goes All Out in Via Instant Coffee Launch
Today is the national launch of Via instant coffee, and Starbucks is throwing itself into promoting the new product. Via first appeared in Chicago, Seattle and London stores several months ago, but now the coffee is making its debut across the U.S. and Canada. The official pitch is that Via is comparable to fresh-brewed coffee — in fact, it’s supposedly so superior it should hardly be considered as being in the same product category with existing instant coffee brands. As CEO Howard Schultz put it, Via will “transform the coffee industry.” Starbucks has spent more on promoting Via than on any other product in its history. The company has bought television ads and created a mini web series, and it’s…
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