"I went to the Starbucks at the [redacted] campus today in between classes to pick up a drink. I was in a pretty good mood and I left the store with my drink. On my way to class, I noticed that the Barista had a better name for me. (See the picture attached). I have no clue what made the person write that. I wasn't mean at all. I don't think I'll be going back. That's too bad for Starbucks since I usually go 1-2 times per day. I'll be taking my business to Peet's Coffee.” - "Why Did Starbucks Write "Big D*ck" On My Drink Cup?" on The Consumerist.
The earlier example of name-calling (and it’s not a one off) shows that even the staff aren’t taking it seriously anymore . . .
Many marketing publications — who perhaps got their interviews before the campaign went live — are praising the company's intentions of “personalizing” the brand experience, but surely the online response from consumers in terms of brand perception and reputation have made this one a bit of an own goal.
Even worse, has Starbucks proven that big brands can’t “do” personal?