Coffee Quote by Greg Thain
““When Starbucks launched its instant coffee brand in Japan in April 2010, they invited customers to participate in a four-day taste challenge to see whether they could taste the different between Starbucks VIA Coffee Essence (known as VIA Ready Brew everywhere else) and their fresh-brewed coffee. Over one million samples were given away at their 870 retail stores, and five months later more than 10 million sticks had been sold, making it one of their most successful new product launches. Starbucks””
About This Quote
Source Company: Starbucks product Launch, Japan, 2010
A massive tasting campaign showed consumers could’t tell the difference, leading to huge sales of the new instant coffee.
In simple terms: Customers couldn’t distinguish the product, boosting sales.
Key Takeaway
Leverage blind testing to validate new products.
Themes
marketing
product launch
consumer behavior
Mood
enthusiastic
optimistic
Type
marketing
case study
When to use this quote
- new product rollout
- retail promotion
- consumer trials
Key Concepts
brand perception
taste testing
Questions to Reflect On
- How can companies sustain interest after a successful launch?
- What other metrics should complement taste tests?
A Different Perspective
Blind tests may not capture long‑term satisfaction.
