1. 05 October 2009 · 11:00 PM
    Starbucks VIA ReadyBrew 9.0 (On a scale from 0.0 to 10.0, with 10.0 being something perfect) Overall, the idea of this product seemed disgusting to me. I’m not really a huge Starbucks fan to begin with, so I was a little disinterested in an instant version of their coffee. However, a close friend of mine works for the Starbucks Corporation, and in general conversation he would mention it to me, and how the packaging and entire marketing campaign were “sexy.” So, being a designer, I wanted to verify the sexiness myself and stopped into my local Starbucks to give it a gander. Surprisingly, the marketing campaign is quite engaging and rather adorable. (I know, “adorable” isn’t a term you would normally associate with critiquing any design, but I’m trying to start a new trend here, go with it…) Without being asked if I would like to, I took the VIA challenge and correctly determined which coffee was in fact the instant (the one on the right on the orange half of the tray on Sunday inside a store on West Market Street in Akron OH). I was a bit off-put, however, when I didn’t receive a coupon for a free tall coffee as promised in the facebook event invitation. Still, I proceeded to buy a 3-pack of VIA in each of the 2 roasts available: Italian and Columbia. This purchase was due, mostly, to the fact that the packaging is in fact sexy. The dieline is impressive and the illustrations are whimsical. It’s like a pack of gum that I can throw in my purse, but better because it’s coffee. The texture of the coffee itself is suspect, because it isn’t freeze dried crystals like you find in everyone’s favorite, nescafe, it’s actually coffee. It’s “microground” into a fine powder that leaves sludge on the bottom of your cup, much like what happens with coffee made in a french press. The flavor is quite impressive for an instant product, and can be made using cold water as well. At $3.95 for a pack of 3, it’s quite a deal considering the cost of one cup of already brewed coffee at the same establishment. Now I’m just wondering if I go in and buy a 3 pack of VIA and ask for a cup of hot water if I will get what I ask for or if I will just get a strange look?

    Starbucks VIA ReadyBrew

    9.0 (On a scale from 0.0 to 10.0, with 10.0 being something perfect)

    Overall, the idea of this product seemed disgusting to me. I’m not really a huge Starbucks fan to begin with, so I was a little disinterested in an instant version of their coffee. However, a close friend of mine works for the Starbucks Corporation, and in general conversation he would mention it to me, and how the packaging and entire marketing campaign were “sexy.” So, being a designer, I wanted to verify the sexiness myself and stopped into my local Starbucks to give it a gander. Surprisingly, the marketing campaign is quite engaging and rather adorable. (I know, “adorable” isn’t a term you would normally associate with critiquing any design, but I’m trying to start a new trend here, go with it…) Without being asked if I would like to, I took the VIA challenge and correctly determined which coffee was in fact the instant (the one on the right on the orange half of the tray on Sunday inside a store on West Market Street in Akron OH). I was a bit off-put, however, when I didn’t receive a coupon for a free tall coffee as promised in the facebook event invitation. Still, I proceeded to buy a 3-pack of VIA in each of the 2 roasts available: Italian and Columbia. This purchase was due, mostly, to the fact that the packaging is in fact sexy. The dieline is impressive and the illustrations are whimsical. It’s like a pack of gum that I can throw in my purse, but better because it’s coffee. The texture of the coffee itself is suspect, because it isn’t freeze dried crystals like you find in everyone’s favorite, nescafe, it’s actually coffee. It’s “microground” into a fine powder that leaves sludge on the bottom of your cup, much like what happens with coffee made in a french press. The flavor is quite impressive for an instant product, and can be made using cold water as well. At $3.95 for a pack of 3, it’s quite a deal considering the cost of one cup of already brewed coffee at the same establishment. Now I’m just wondering if I go in and buy a 3 pack of VIA and ask for a cup of hot water if I will get what I ask for or if I will just get a strange look?

    ITNT Starbucks VIA Coffee

    2. Comments