Starbucks is launching a new product called VIA which is basically instant coffee: test marketing has been started in Chicago and Seattle. I have created one of the 'Instant' word executions.
"The overarching intent of the ad campaign is to clearly distinguish Via from regular, run-of-the-mill instant coffee, which true coffee afficionados tend to view with great disdain. [...] The "not instant" in each outdoor execution is shown in very basic, black lettering. But below that is the "instant," which in each of several different executions is visualized in a fanciful, florid, fun fashion that, uh, instantly makes the point about Via's supposed virtues compared to other instant coffees."(Starbucks seeks instant connection via new ads, by LEWIS LAZARE Sun-Times Columnist, 16 March 2009)