Starbucks this week launched an advertising campaign in US newspapers as the first blast in what will be a long-term multimillion dollar effort by the coffee chain to put some froth back into customer demand.

Under the slogan, “It’s not just coffee. It’s Starbucks”, the advertisements are an implicit challenge to cheaper espresso-based drinks offered by fast food chains such as McDonald’s and Dunkin’ Donuts. The campaign highlights the company’s employment and sourcing policies as well as the quality of its brew, claiming “anything less is going to leave a bad taste in your mouth”.