Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
  • more factoids ›
MAY 2007

Who Do You Love?

The appeal--and risks--of authenticity.

Fast Company, May 1, 2007 — There were compelling reasons to send Juan Valdez off to the old folks home for advertising's ex-celebs. The fictional coffee-growing icon had been featured in ads for decades, helping establish "100% Colombian coffee" as a global brand. But Juan wasn't aging well. Recent TV spots showed him surfing with his faithful mule, Conchita, and popping up in kitchen pantries. While humorous, the ads reinforced the notion that Juan had become a bit of a joke.

Category: Brand Strategy
Tag: Starbucks

Add Your Comment

(required)
(required)



(to prevent comment spam)
 


Any HTML in your comment will be removed upon submission. All comments are moderated, and it may take up to 24 hours for your submission to be approved and published. The BackPocket editors reserve the right to edit or remove comments at any time and for any reason.

Subscribe to comments on this article