Brand: Starbucks (1/2) Communication Objective: Preference. Method: Promoting its loyalty program to encourage customers to choose Starbucks over other coffee shops. They want you to "create a friendship" with Starbucks, and this friendship is enticing because you get free drinks and food by regularly purchasing from Starbucks. By shopping at Starbucks, you're getting rewarded - something other coffee shops may not offer.
