In a flailing attempt to return the brand to it’s core values, Starbucks is now serving up their overpriced lattes in a new cup that features the company’s original logo printed in brown for a limited time. It’s not like they haven’t done this before. Now they’re just doing it with a bit more hair, for umm… coverage purposes, and just to shake things up a little. The company’s CEO says:

 “I think the logo’s going to be somewhat disruptive, We want people to talk about it.”

Reaction to the awareness scheme seems to be overwhelmingly negative. People don’t seem to care for the logo, the color, or the experience ‘Buks is offering now-a-days. Will bad press be good for business? Starbucks has been awfully transparent about their financial woes and plans to rectify the situation. It would appear that Starbucks has jumped the shark with this retro redesign and their consumer base knows it. Check out the comments on the WSJ.com article to see what I mean.