From the ad agency press note:
"We came up with a very simple idea with postcards offering customers of other coffee shops a chance to "upgrade" their takeaway coffee cup to an iconic Starbucks coffee cup.
We were able to get our postcards into fashion and book stores very close to our competitors' coffee shops. Plus, we offered them direct to customers as they left with a takeaway coffee..."
Starbucks first entered the Russian market in 2007, in Moscow.
Ad agency: BBDO, Moscow