• Ad Age, Tuesday, June 9, 2009 11 AM

Nescafe has launched a cheeky and aggressive outdoor campaign in two test markets for Starbucks' instant coffee, Via, that points out a considerable difference in the price of the new brand and its Taster's Choice. The ads strongly resemble those of Starbucks, Emily Bryson York reports.

"Starbucks makes great instant. We make great instant. So why does theirs cost 400% more?" the copy reads in a Chicago subway car. The last piece of the multi-paneled ad says that Nescafe's Taster's Choice is "the smart choice." TastersChoice.com, meanwhile, asserts, "Good coffee is not expensive," offering a budget calculator and free samples to back it up.

Starbucks spokeswoman Lara Wyss says that the brand isn't preparing a response to Nescafe. Recent newspaper ads make Starbucks' case for its prices in terms of the health care for its workers, commitment to the environment and fair trade with coffee farmers.

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