The Power of a Visual|Starbucks Trenta
Short. Tall. Grande. Venti. And now, Trenta. Starbucks is introducing a 31-ounce cold cup. It’s a ridiculously large size. However, Starbucks would be ridiculous if they didn’t take advantage of a profit-rich upsell opportunity. Right? Ultimately it’s customers who will decide whether or not this is a ridiculous success (or failure). I’m betting customers will decide this is a good thing.
To better understand just how HUGE the Trenta size is, Rob Cockerham has a powerful visual. No explanation is needed. This 40-second visual says everything…
Hat tip to @NealStewart
I relize this is only partially related, but I think it’s worth mentioning. When you are a competitor of a large store like Starbucks, which I am. You can actually profit from ridiculous stunts like the trenta… Tell your customers that you are preserving a pure, traditional, valuable tradition of an inalian cafe, that way your 6 oz cappuccino seems like something moral and ethical.
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So Joana decided to leave a full-on promotional comment pimping the marketing prowess of LGD Communications. Not an appropriate use of a comment, right?Get this … when you visit LGD Communications, you learn they position their marketing capabilities this way, “THE RIGHT MESSAGE TO JUST THE RIGHT PEOPLE IN PRECISELY THE RIGHT VOICE, AT EXACTLY THE RIGHT VOICE.”Oh my. LGD Communications has lots to learn.
From a marketing standpoint this seems like a great idea, I can see how this would be a great new addition to their product portfolio during the summer months, create the buzz, get people trying it out… But what about after the buzz has died out?As smart as the upsell opportunity may seem to be I struggle to see how many people (coffee addicts like myself aside) will actually want to drink that much coffee, even if it’s a cold one.All the ice in the coffee will probably just melt before you drink 2/3 of it and diluted coffee doesn’t really taste great!
All I can think is “Starbucks meets 7-11.”How *do* you preserve the cachet of a freshly handmade coffee drink when the product resembles a supertanker?
I love Starbucks more than I’m proud to admit. But this seems crazy. The space used to inventory the larger cups could be used for something that appeals to more of their customers. I’d suggest gourmet chocolate bars.