The dried granules are out of the bag: Starbucks is rolling out their version of instant coffee. They claim it will “absolutely replicate the taste of Starbucks coffee.” I’m a little skeptical about that, but I do think it’s a bold move in the right direction for the company. It’s just a matter of time before the other coffee giants hop on board with their own versions.

Instant coffee caught on in the US around the time of the Great Depression. I hold it responsible for lowering the standards of a decent cup of Joe in this country for decades to come.  When Starbucks opened in 1971, it wasn’t just the price tag that was different. The coffee itself was richer and more flavorful than most Americans were accustomed to. The $17 billion instant coffee market is long overdue for some direct competition.

From a design standpoint, the little packets of Starbucks VIA™ Ready Brew Instant coffee are quite fetching. They remind me of tube-like sugar packets I’ve seen (Intelligentsia Coffee makes one). I’m anxious to try it.  They’re only offering it in select Chicago and Seattle stores so I had to order a free sample online. I’d love any reviews from folks in those cities in the comments below.

The only thing I’m not crazy about (so far) is the slogan, “Not instant… instant.”

Apparently, “Instant coffee that tastes like actual coffee” didn’t occur to them. How about Instant Karma? Instant Gratification? Call me next time, Starbucks. I’ve got a million of them.

I had the privilege of hearing Joseph Jaffe speak tonight. Jaffe (marketer, consultant, author, blogger extraordinaire) was the fourth speaker taking part in the Conversations About the Future of Advertising series.

His presentation (and the theme of his latest book, Join the Conversation), focus on the refreshing concept of brand engagement with customers as a conversation. One that involves give and take, not just push and pull. He had lots of examples of how this can create real engagement with companies, especially those reaching into the social web space. He also spoke of the pitfalls when initiatives are not supported longterm or companies refuse to truly listen.

I was struck by a story he shared about how he uses his personal social networks. By just promoting it on his blog, Twitter and Facebook he orchestrated quite a successful bumrush on the Amazon charts for Join the Conversation. It’s a great example of the focused power social networking can wield.

His blog, Jaffe Juice, has become one of my new favorites and is packed with tips and lessions about this brave new world of marketing and advertising we find ourselves in. I’m looking forward to reading his books and finding ways to help my clients start their own conversations.