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Bucking the current trend and the collective frowning toward “supersize” anything, Starbucks proves once again the company is following its own marketing path. Let the proverbial chips fall where they may! In January, the company unveiled its colossal new 31 ounce drink size: Trenta.

Wow! Way to go? Or wrong way to go? While consumers “tsk tsk” about oversized meals and beverages in restaurants and fast food joints, many get more than a little pleasure, albeit guilty, in over-indulging. Let’s be truthful here. So the question remains: Is this a major marketing faux pas or a stroke of genius?

Nutritionists are undoubtedly alarmed at the possibility of consumers adding up to 200 calories per day—depending on their beverage of choice. And 200 additional calories per day adds up to 2 more pounds per month. Yikes!

And what about the amount of caffeine in 31 ounce coffee concoctions? While our culture has become increasingly caffeinated on high-voltage energy drinks and larger and larger mugs of coffee, I wonder when the human body’s tolerance is maxed out!

What do you think of this move? Is Starbucks going to cash in on our more-is-better consumer craze? Or are they going the wrong way now that consumers have said “no” to excess in every way, shape, and form? Or does Starbucks know something we don’t know? Are consumers saying “no” while their actions say “yes” to supersized portions still?

I’d love to get your take on Starbucks’ latest marketing move, Daily Fix readers, whether you’ve indulged in the 31 ounce Trenta or not.

Continue reading "Supersizing Starbucks: How Much Coffee Do You Need?" ... Read the full article

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Ted Mininni is president of Design Force, Inc. (, a leading brand-design consultancy to consumer product companies (phone: 856-810-2277). Ted is also a regular contributor to the MarketingProfs blog, the Daily Fix.