Well don’t they always? If you’re keen on the marketing and advertising trends of Starbucks then you’ll know they reserve their advertising efforts only with product specific and holiday campaigns. The coffee retailer does not adhere to traditional forms of advertising such as brand awareness or similar pushes. According to an article in the Seattle Times, Starbucks spends 1.4% of revenue on advertising compared with Coke who spends 11 percent.

The article also points out that Starbucks throws in-stone parties to connect coffee lovers with those who serve them their Super-Deluxe-Extra-Fresh-Half-Caf. These parties are often thrown by Starbucks or they are sometimes thrown by an existing sponsor. Starbucks revealed that these events generate more interest in the products they provide rather than focusing heavily on brand awareness.