Starbucks' Pitch: 'It's Not Just Coffee'

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NEW YORK After years of allowing fast-food competitors to take potshots at its high-priced coffee, traditionally advertising-shy Starbucks is fighting back with an ad campaign that reminds consumers “It’s not just coffee. It’s Starbucks.”

“The coffee world is getting increasingly crowded and competitive and there is a conversation about coffee that is being had and we have not been a part of it,” said Terry Davenport, CMO of Starbucks. “There are many things we do — from the quality of our coffee to the values we have as a company — that are very relevant.”
 

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