Starbucks, ice cream and Facebook: One part each equals a recipe for brand launch success

On the face of it - and because we're sort of invested at the moment in seeing Starbucks "on the ropes" - the immediate caveat to the news of the launch of Starbucks ice-cream via Facebook is that it's borrowed interest and perhaps a bit desperate. But let's hold our quibbles. It seems to me at least the very essence of passion branding and spot on from a strategic perspective.

First up: They target a mindset - Facebook users (not an age or demographic) and they are using the power of Facebook, e.g. friend-to-friend connection, to encourage brand awareness and engagement. Spot on, really.

Secondly, they are differentiating on design, which in the world of food presents as flavour equity. The coffee-centric flavors associated with Starbucks (think Caramel Macchiato, Frappuccino Blended Crème and Gingersnap Latte), you have to admit no one else can credibly bring indulgence to the ice cream category quite like they can, just at this hot summer moment.

And then there's the naked trust of the consumer: Post-modern brands like Starbucks know we know they need us. They conscript us to tell their tale, based on their confidence that this is news worth sharing. The assumption is that 140,000 Facebook users will try the new product and then convert 140,000 friends to have a pint. That's probably what? One percent of the US population as a breeder/reactor for a new product launch - traffic back to the store, positive buzz (vs. pundit worry that Starbucks has lost its way or Starbucks' own earnest and flat-footed, "we know coffee better than they do" advertising).

Finally, they're leveraging the passionistas behind the counter, Starbucks' fabulous Barristas, to reinforce the tale. Imagine the point-of-delivery moment when one Facebook user presents her coupon for a free pint and everyone else in the shop looks on in hunger and wonder.

Well done, Starbucks.