If you visit the Starbucks' corporate web site, you'll see that they have a fairly staunch company policy of not marketing to children, but if you've been in a Starbucks lately, you can see that there's some not-so-subtle marketing to children definitely going on. Think oversized Pottern Barn baskets chock-full of stuffed animal bears or bunnies. Last I checked, adults aren't that into stuffed animals. In a recent Wall Street Journal article, Starbucks cited its written policy which says, "its overall marketing, advertising and event sponsorship efforts are not directed at children or youth..." Okay, if you say so, Starbucks.
I can't help but question that, even just a little. For example, this summer, the Starbucks in our neighborhood "featured" (translate "featured" as promoted or marketed) its summer drink line-up which just so happened to be available in kid-sized versions. I've even seen Starbucks advertising at the local zoos and other kid-friendly venues around town.
And, really, some of their drinks, are they really targeted at adults? The Vanilla Bean Frappucino for example which on their poster-sized in-store display shows a cup of sweet, cold refreshment piled high with whipped cream! I mean, come on, what's not to love about that image, especially if you're 3-1/2 years old like my girls Paige and Taylor.
In the words of that same Wall Street Journal article which I referenced above, "Starbucks can crow on and on all it likes about how its marketing isn't targeted to children. Its products, its outlets, its ambiance: they're all about children and their parents." And, I have to give Starbucks some serious kudos on their strategy - it is certainly one that seems to be working for them. After all, the stay-at-home moms are often the ones filling the tables of the neighborhood Starbucks stores. How would I know that? Well...I'm one of them! What's worse? I have the pictures as the evidence of Starbucks' genius in marketing to me and my children. Oh, and yes, that is a Vanilla Bean Frappucino that Paige and Taylor are enjoying in the pictures and I blame it all on that gosh darned in-store display poster!
