Marcom this week: From A to zinc – 3/11/11 edition

Coming together in crisis
Millions of people watched in disbelief this morning as footage of the devastation from the Japanese earthquake and tsunami aired. In the aftermath, the Internet served as an invaluable resource to provide victims and concerned parties with warnings and real-time updates. Google quickly responded by launching a Crisis Response page. The page serves as a one-stop resource for live updates on the situation, emergency phone numbers, advisories, and blackouts. Google is also connecting victims with their families using its People Finder tool. Millions of first-hand accounts of the destruction have been posted on Twitter (#japan, #tsunami, #prayforjapan), YouTube and Flickr, making the Japanese earthquake and tsunami one of the most documented natural disasters in history. You can also watch live updates of the destruction in Japan and updates as the Pacific-coast cities experience the tsunami. Our thoughts and prayers go out to the victims, their families, and anyone else affected by the Japanese earthquake and tsunami.

Charlie Sheen, media mogul?
The week’s new roundup would be amiss if we didn’t touch on Charlie Sheen’s media blitz. We all watched in awe as Sheen unraveled before our eyes (there has been no escape!). Although his mental state is far from 100%, Sheen is capitalizing on his own misfortune. This week he took the Internet, radio and television by storm. Sheen broke records when he opened a Twitter account, @charliesheen, which gained over one million followers in a day. SiriusXM Radio launched a dedicated channel, “Tiger Blood Radio,” to provide listeners with 24 hours of coverage surrounding the actor. Sheen even has his own UStream channel and each netcast totals over one million views. Now there are talks of a reality TV show, apparel sponsors, social media interns and a stand-up tour. In just two weeks Sheen transformed from a sitcom star to a media mogul, something that would take years (or even a lifetime) for other to accomplish. What’s next?

Starbucks New Look: 40 and fabulous If you walked into your neighborhood Starbucks this week you probably noticed something a little different. Coinciding with its 40th anniversary, Starbucks rolled out the much-anticipated new logo—cups, sleeves and merchandise now all carry the new Siren. The campaign, seen in-store, online and on television, is aggressively focused on getting customers into the store. This week customers get a free petite treat with any coffee purchase. If you are into mobile, customers who check in at Starbucks on Foursquare between now and Saturday will randomly be awarded a $40 gift card. These promotions are enticing even to Starbucks haters!

Next week tune in for news from SXSW!

Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? Visit the “Marcom this Week” archive.

Can Starbucks' "Siren" hold her own?

By Hillary Grey

In March, the Starbucks mermaid, or Siren, will get a new look. To mark its 40-year anniversary, Starbucks will update its logo by removing the words “Starbucks Coffee” and featuring the all-green Siren.

In light of the recent fallout from the Gap logo fiasco, tweaking the current logo is a better choice than a complete redesign, especially considering Starbucks’ incredible following. But the real questions are: can Starbucks sustain its brand image without any mention of coffee in the logo and is the Siren as well known as McDonald’s golden arches or Nike’s swoosh?

My thoughts: yes and yes. Starbucks is a global phenomenon with more than 16,700 stores in 50 different countries. Loyal customers will continue their morning, afternoon or evening ritual of a Starbucks fix regardless of what the cup says, and new customers will quickly catch on when they see their peers holding cups branded with the updated logo.

The logo change signifies that the company is updating aspects of its business model. By removing the words “Starbucks Coffee” from its logo, Starbucks will have more freedom to feature new food groups. To that end, in the social media world, rumors are starting about the possibility of offering a full breakfast or serving alcohol at night in select locations.

Come March, Starbucks management will see if customers like the change, but I’d bet that double caramel non-fat tall lattes are here to stay.

Hillary Grey is a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School and can be reached at hillarygrey@u.northwestern.edu.

Coffee Wars Development: Battle of the Blitz

McDonald's launched a marketing blitz today aimed at taking market share away from Starbucks through its line of McCafe drinks. The multi-channel campaign features TV and print spots with online components of a microsite and Twitter feed.  

Starbucks prepared for this battle by rolling out full page ads in this past Sunday's New York Times. The ads aim to reinforce the premium quality of Starbucks coffee and move consumer perceptions away from coffee as a commodity.

Price is McDonald's weapon which will be hard for Starbucks to overcome. They can really only hope that haven't permanently damaged their brand by introducing Via instant coffee in weak attempt to get down to their competitors levels - earnings tumbled 77% in the fiscal second quarter. This move might have proven to be its Achilles heel - McDonald's is entering the battle just as its opponent is slightly wounded.

Do you think the McBlitz will work? Will McDonald's emerge as the winner of this battle? Is Starbucks' brand tainted too much to ever regain market dominance?

--Stacy Cohen