Starbucks created a challenge where people are challenged to taste the difference bewteen Starbucks Via – which is their new instant coffee brand and a real cup of Starbucks. In the promo they say that people can’t taste the difference. That can’t possibly be good for the brand. Having done quite a bit of work with Instant Coffee I am very aware of the public image of this category, which is sub regular and sub sub sub café/espresso coffee. Sound like a bad idea. Which is rather rare for Starbucks.