Monday, January 24, 2011

How Via Steamed Up the Instant-Coffee Category


CHICAGO (AdAge.com) -- When Starbucks entered the instant-coffee market two years ago this February, the company was not bashful, heralding the Via launch as a "transformational" moment that would "reinvent" the much-maligned instant category. And when the brand went national that September, President-CEO Howard Schultz flatly said it "will change the way people drink coffee." Was he right?


Source: http://feedproxy.google.com/~r/adage/homepage/~3/5GKjtgTcmdI/article.php

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