For a lot of folks, Starbucks is just too damn expensive. "What's the working man supposed to do—the poor f***ing working guy!?" A radio personality lambasted Starbucks on the East Coast. It’s a common grievance. Many thousands of diatribes like that have surfaced over the years.
Starbucks purchased Seattle's Best Coffee to do something for the "working man." To bring an affordable cup—still grounded in roasting the best beans—to the people who need it. Those suffering bad (if affordable) coffee in every corner of North America. And since SBC has 40,000 locations, a campaign that talked about about finding people, wherever they might be, made sense.