TV ad: Starbucks: Espresso

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In honor of Starbucks' 40th anniversary, the brand launched new advertising this week that celebrates "moments of connection". The overarching theme is "You and Starbucks. It's bigger than coffee" and for the first time will incorporate the brand's updated logo. To this end, BBDO, New York developed a series of ads that will unfold over the next few weeks.

Beginning on March 8 and continuing through March 12, Starbucks will be running TV and newspaper advertising that offers consumers a free Starbucks Petite when they purchase a drink between 2-5pm. The Starbucks Petites are a new line of premium, small-size treats. TV ads will run nationally; newspaper will appear in the NY Times, Wall Street Journal and USA Today.

In addition, Starbucks has created a new limited time only coffee to commemorate this occasion. The product, called Tribute Blend, will be available in all forms, including VIA, and will be advertised in newspapers and magazines beginning March 10 and continuing through mid-April.

Beginning March 13, there will also be new advertising for Starbucks' "hand-crafted, customizable espresso drinks" and which features the new Cocoa Cappuccino. TV and print advertising will support this campaign, with newspaper and magazine ads running from mid-March through mid-April.