McDonald's Takes Digs at Starbucks
Starbucks is the latest target in the unabating recent phenomenon of hostile comparative advertising. Dunkin' Donuts is running taste test commercials against them, and now McDonald's is putting up ads declaring "Four bucks is dumb," and "Large is the new grande" — Seattle PI reports 140 billboards in Washington State, including one in sight of Starbucks headquarters in Seattle.
Starbucks is taking the higher ground — says Starbucks chief marketer Davenport: "The answer to how we're going to respond to the competition is we're not going to respond... We're not going to get into that conversation. We're not going to get sucked into the, 'My coffee is better than your coffee,' price point type of coffee conversation. We're going to play at a much higher level."