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Ch19 Article 1 - Corporate News New Ads Will Stir Up Coffee...

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Page 1 of 2 2009 Factiva, Inc. All rights reserved. Corporate News: New Ads Will Stir Up Coffee Wars --- As Starbucks Touts 'Perfect' Cup, McDonald's Promises an Affordable Lift By Julie Jargon 709 words 4 May 2009 The Wall Street Journal J B7 English (Copyright (c) 2009, Dow Jones & Company, Inc.) The coffee war between Starbucks Corp. and McDonald's Corp. is coming to a boil this week, as the two chains launch national marketing campaigns. Starbucks aims to persuade consumers that its coffee is superior to the competition's, while McDonald's is trying to build a quirky new brand around its mochas, hot cocoas, lattes and cappuccinos, with ads showing consumers how the drinks can brighten -- or "McCafe" -- their day. The faceoff comes at a critical time for both companies: Starbucks is struggling to hold on to cash-strapped consumers, while McDonald's, which has been riding a strong wave of sales, helped by its inexpensive menu, is betting it can persuade people to buy fancy, though still relatively cheap, coffee drinks during a recession.
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