The last several times I’ve stopped at Starbucks for a quick pick-me-up, I’ve noticed appealing new signs touting the benefits of milk in the coffee house’s lattes. Now I read that Starbucks has created a print ad featuring one of their baristas wearing a milk mustache. What do you think of it?
The ad features coffeehouse barista Young Han wearing a foam milk mustache, and is set to run in this week’s issue of Entertainment Weekly and in the New York Times Magazine on Feb. 24.
The ad promote the fact that Starbucks’ beverages—such as the Grande Latte that Han holds in this ad—deliver about half of an adult’s recommended daily allowance for calcium and vitamin D. The store manager from Mountain View, Calif., was selected from several other nominees in a companywide contest.
“Starbucks is a big seller of milk, but people don’t think of the company in that way,” said Sal Taibi, president of Lowe, which created the ad. “Now, given how health conscious people are, Starbucks saw this was a great way to get milk in the diet, and the processor saw value in getting that message out there.”
For the ad, Starbucks approached Kemp, a St. Paul, Minn., dairy processor, for collaboration on the advertising. MilkPEP, a Washington marketing group funded by milk processors, typically handles the milk mustache campaign.