CHICAGO-Fallon McElligott is putting together Starbucks Coffee Co.'s first image branding effort, set to break in the fall, while currently creating product ads for the Seattle-based company's ice cream products, bottled drinks and new magazine, Joe.
The ads are the agency's first for Starbucks since the account followed Fallon co-president and creative director David Lubars to Minneapolis from BBDO West last year.
Print work for Joe uses the tagline, "Life is interesting. Discuss," to link Starbucks to the intellectual heritage of the coffeehouse, Lubars said.
"[Joe] is about stimulating you and introducing you to new things," he said. The work uses quotes from a journal, such as, "We are drowning in information and starved for knowledge," which is attributed to "Anonymous." Printed below: "May we suggest a life preserver."
"[The ad aims] to let you know it's more than just some glossy magazine," Lubars said.
Joe, a joint venture between Starbucks and Time Warner, also a Fallon client, is slated to reach shelves in the company's stores exclusively the week of June 14.
The branding effort is expected to break in the fall. The ads will all have "the same type of feel" as the product ads for the magazine, Frappucino and ice cream, Lubars said.