Despite introducing itself to the Russian market in 2007, Starbucks has yet to become the country's only coffeehouse.
To remedy the situation, BBDO Moscow has come up with a simple way to seize control of customers without having to convince them to buy Starbucks-brand coffee.
Postcards that transform into Starbucks coffee sleeves were left inside stores adjacent to competing coffee shops, and patrons of rival establishments were presented with the the postcards "as they left [rival shops] with a takeaway coffee."
As a result, BBDO writes, "Starbucks has succeeded in building a reputation for producing great coffee and franchise ownership is increasing."
What the hell, you ask? Excellent question.