Ad Age's Ken Wheaton takes Starbucks to task for what he describers as "raising awareness garbage" via their new movie with Paramount. This from his piece today in Advertising Age:
Paramount's summer release, "Arctic Tale," is performing miserably. How you mess up a movie about a cute little polar bear and a chubby little walrus is beyond me. Perhaps that cheesy preaching from Queen Latifah and the grrrl-power/boys-are-stupid vibe didn't help.
That's not the point. The point is "the film has grossed roughly $600,000 domestically since its release July 25."
And that's just fine with Ken Lombard, president of Starbucks Entertainment. "Our measurement of success was not the box office," Lombard said. "Our measurement of success was to do as much as we could to encourage discussion around the critical issue of today -- global warming."
Wheaton wonders if Starbucks' shareholders measurement of success measures up with that of Mr. Lombard's.
You can read Wheaton's piece here. We commented on activist marketers recently here and here.
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LCO would like to know Ken Lombard's email address.
Thank you.
Jenny
Posted by: Jenny | 04 September 2007 at 07:43 PM