Starbucks Via instant coffee is the most recent change brought by Starbucks. The new product was introduced on September 29th, 2009.
This time the company used an interesting sales promotion: "Starbucks Via Taste Challenge". Between October 2nd and October 5th, the customers were invited to taste the new coffee by being challenged to differentiate the new instant coffee from a fresh brewed one.
In addition to the possibility of being challenged and enjoying some Starbucks coffee, all the participants received a coupon for a free Tall brewed coffee for their next visit as well as $1 off a Starbucks Via purchase.
In conclusion, Starbucks used a fancy sampling method. They let customers tell their opinion about the new product. Many participants couldn't tell which one is the instant coffee, this fact proving the high quality of the product. The company's purpose was to show that Starbucks Via is not just an instant coffee, it's Starbucks.
The success of the sales promotion is not known, the company announced that the selling of the new instant coffee exceeded their expectations.
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