When we visit our friendly neighborhood Starbucks, parents often bring their pre-school
children. They are always well-behaved, and we don’t really give them much thought (other than to realize that our own children grew faster than science fiction movie mutants.) We did not really that Starbucks has a long-standing policy of avoiding marketing directly to children. But according to
The Wall Street Journal (paid subscription required) Starbucks decided to launch a new line of sweet, creamy banana Frappuccinos with a family-oriented free day at the Phoenix Zoo. Adults were served samples of espresso-laced Banana Coconut Frappuccinos, while kids were offered Banana and Crème Frappuccinos sans the coffee. This seems innocent enough, although most companies are afraid of enticing children with high-calorie treats that might contribute to the din over childhood obesity. But Starbucks is clearly increasing their demographic to reflect their coffee bars as a gathering place. Last month, for example, Starbucks signed an exclusive deal to sell audiobook versions of
The Velveteen Rabbit and
The Night Before Christmas read by Meryl Streep. While some may consider this a slipping slope in not marketing to children,
Marketing Blurb is not especially alarmed. Children need to learn how to sit quietly while adults sip the brew. Oh, and black coffee has very few calories. But there would be a problem with the caffeine. So give ‘em a whipped tangerine frappa whatever.
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