At a time when the coffee retailer had only a handful of stores in Seattle, the Jones team developed some of Starbucks very first promotional campaigns. Designed to help educate the consumer about gourmet coffee when a latte was still unheard of, these promotions included direct mail ads, point-of-sale materials and designs that encouraged trial and experimentation. After five years of top quality promotional advertising and 800 new store openings, consumers had embraced the “double non-fat skinny with foam” and Starbucks was well on its way to becoming one of the world’s most powerful brands.
