Comments on: Why Taster's Choice should fire their ad agency

By: Sean Finlayson

Sean Finlayson — Tue, 18 Aug 2009 16:03:12 +0000

I agree the advertising is stupid. That being said, I have 2 boxes of Taster’s Choice insta-coffee at my desk. Perhaps they should hire Scott Bush as their ad agency.

By: Selena McIntyre

Selena McIntyre — Tue, 07 Jul 2009 08:30:45 +0000

Wow! I don’t understand why in the world Taster’s Choice & Nestle would want to put the word “Starbucks” anywhere in their ads. Not only that, but why make your competitors logo so much bigger than yours? These billboard ads are very confusing and can’t possibly be effective for Tasters Choice. On the other hand, Starbucks is probably seeing some benefits of this free advertising since at a quick glance (and that’s all the attention most billboard get) it looks like a Starbucks ad.

In my opinion these Taster’s Choice billboards would be much more effective if they were designed to focus on their own benefits and not even mention their competition. Just let the consumers “read between the lines.”

If the client absolutely had to have Starbucks on their ads to compare (which I would not recommend for legal and moral issues) then make it an obvious comparison by dividing the sign into 1/2 & putting a cup of each coffee & their price on their half that way the consumer could see how much cheaper TC is. I would probably take it one step further and put a dark shadow box over Starbucks side & make the TC side glow or stand out more. Then add a tagline about TC costing 4 times less & being just as flavorfull.

There are many other options that would work for Taster’s Choice too but this ad is not going to work for the paying client.

By: Sean Neumann

Sean Neumann — Mon, 06 Jul 2009 16:34:10 +0000

One look at it and I wanted a Dr. Pepper. They seem ok in my book!

By: Michelle

Michelle — Mon, 06 Jul 2009 16:16:53 +0000

Here’s what always gets me about crappy marketing campaigns: someone at some point is sitting around the conference table after the presentation thinking, “this is a great idea!”

By: Ray

Ray — Mon, 06 Jul 2009 15:28:19 +0000

I agree with you here–Nescafe’s ad agency needs to rethink this campaign. Here is what I see when I first glance at this billboard:

1) Welcome to the Starbucks
2) Instant neighborhood
3) The Nescafe mug

Item 1) automatically makes me think this is a Starbucks ad, suggesting there’s a new store opening nearby. Great, another place to get a frappuccino.

Number 2) brings thoughts of instant coffee, which since I’ve tried VIA, conjures up my pleasant memories of it.

After the first two items, number 3) is the most confusing. At least for me, here in the US the Nescafe brand elicits images chocolate (Nesquick, Nestle Toll House cookies, etc.) Why would a Starbucks ad pair with a mug of hot chocolate? Must be a new type of mocha.

The billboard is at best confusing to consumers. At the worst it makes you want to visit your competitor’s store and try their latest coffee drink made with Nescafe chocolate syrup. Neither will help promote your own line of mini instant coffee packs.