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Up until this point, Starbucks' stores really did their advertising for them. But they needed to connect with consumers on a more personal level.

Using the ubiquitous Starbucks cup, each vertical-space ad tied the easily recognizable icon with the equally powerful recognition of the individuals who made up their customer base. Fun and full of options, each "ad in a cup" reminded people of what it was like to be at a Starbucks store, ordering their favorite coffee.