You the Latte' lappin' loser?

McD's has got the timing dead right!

By erecting a billboard in sight of Starbucks headquarters declaring, "four bucks is dumb", McDonald's has gone for Starbucks' jugular. The objective of the campaign is to change Consumer attitudes towards the Starbucks brand. And I think its gonna work. Lemme explain why.

Consumer attitudes comprise of three components, the cognitive which dictates brand beliefs, the affective that drives what the consumer feels about the brand, and the conative which in turn decides his attitude towards purchase. Starbucks' consumer segment surely 'feels' great about their beloved cafe and coffee. But the 'cognitive part' is where McD's intends to sow the seeds of doubt. Sure, I feel great about the Latte' at Starbucks, but when I start to think, is it value for money? Especially when I may lose that job of mine? When I know that the economy is hurtling into a downward spiral? When McCafes offer the same damn snobbish coffee at almost one-fourth the price?

The McD's campaign is aimed at turning the thinking consumer (or the thought-starved late-twenties early-thirties talking through his hat executive at that hot shot firm who's now being forced to think) away from Starbucks by telling him he must be dumb to pay that much money for a cup of coffee, for cryin' out loud. And I think in the present circumstances, its a compelling taunt that can hit home!

Hey you, still the Latte' lappin' loser?