The best marketing campaigns of 2020: Part 2
Marketing Week ReportersFrom Tesco to Starbucks to Leon, the Marketing Week team chooses the second set of eight campaigns that make up our best marketing of 2020.
The importance of representing trans people in advertising
Molly FlemingDespite a rise in LGBTQ+ representation in advertising, trans people are still woefully underrepresented.
BrewDog and Starbucks on why it is ‘a mistake’ not to involve in-house teams in pitching
Molly FlemingBoth brands admit they have learned the hard way that not involving in-house teams with pitch processes can create a “negative environment” internally.
Starbucks wins Channel 4’s £1m diversity competition
Erin LyonsThe broadcaster tasked entrants to pitch campaigns that challenged stereotyping around the LGBT+ community, as well as highlighting the lack of representation in advertising.
Starbucks explores dark social for market research
Sarah VizardThe coffee giant is trying to bring its marketing and product development closer together so it can jump on trends faster and get better insight on what resonates.
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What brands are doing to be more inclusive for people with disabilities
Ellen HammettFrom Asos’s wheelchair-friendly jumpsuit to Starbucks opening its first sign language store, brands are making moves to cater for people beyond the mainstream and unlock the potential of the ‘Purple Pound’.
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Starbucks moves away from the ‘drumbeat of promotions’ to build longer term relationships with customers
Molly FlemingThe coffee shop chain admits it had become too focused on promotional activity, which was no longer profitable and meant its focus had become too short term.
Starbucks bets big on plant-based drinks as sales fall
Leonie RoderickThe coffee giant said global sales rose 2% in its fourth quarter – this compared to 4% growth for the same period last year.
Starbucks steps up focus on digital partnerships amid store closures
Leonie RoderickStarbucks’ CEO believes partnerships with pureplay digital companies are increasingly important, as online giants will struggle to “outmanoeuver” the brand.
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Starbucks on battling the ‘devastating’ impact of changing consumer behaviour
Leonie RoderickThe coffee brand believes providing a consumer experience that “evokes human emotion and connection” will determine which brick and mortar retailers thrive in the future.
Starbucks pushes ‘craft’ credentials with cold coffee focus
Leonie RoderickThe coffee chain hopes the launch of new cold coffee options will widen appeal and offer young people “a new way in” to the brand.
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Starbucks on why ‘conversational commerce’ is the future
Leonie RoderickThe coffee giant believes voice ordering will become the next big thing in retail.
Why Starbucks thinks ‘being everywhere’ works against the brand
Leonie RoderickStarbucks believes that its 25,000 stores across the globe has led consumers to “forget” about its “high-quality” coffee.
Starbucks lets customers order a coffee via a chatbot
Leonie RoderickStarbucks is launching a “conversational ordering system” dubbed My Starbucks Barista that will be powered by artificial intelligence.
Starbucks faces an uphill battle as it wades into tea market with iced teas push
Leonie RoderickStarbucks is heavily pushing its Teavana iced teas range as part of a large-scale summer campaign, but will have to overcome sugar concerns and muted consumer interest around tea if it wants to succeed.