The NYPost seems to have missed the importance of it all, hiding the news in the last lines of the story: "The stock has dropped more than 30 percent this year, hit by worries about store saturation, increased competition from once unlikely specialty coffee rivals such as McDonalds and Dunkin Donuts, the weaker economy and soaring dairy prices. In a first for the company, Starbucks plans to begin a national TV ad campaign starting Friday to try to boost traffic over the holidays."
Of course AdAge has the details -- blah blah animation blah blah Wieden & Kennedy blah blah blah -- but, really, for the best, most giggle-inducing quotes, you have to go to Seattle's Post-Intelligencer: "a defiant Chairman Howard Schultz said the world's largest coffee chain would fight off competitors and bring customers back. 'As a national leader, we have an opportunity to make sure our voice is heard in the all-important media of TV. This is the beginning of a new opportunity for us,' Schultz said during a conference call."
And the kicker: "The TV campaign begins Friday, and it will be energizing and 'so holiday that it will blow you away,' Chief Executive Jim Donald said in an interview."
So holiday? Or so Raven? Y'all! I can't wait.