Italy Is One Of The Few European Countries That Starbucks Has Not Entered Yet

Italy is one of the few European countries that Starbucks has not entered yet. Part of the reason is that Italians are the inventors of espresso coffee and that they have a lot of small neighborhood coffee places with strong local identities.

What type of Starbucks advertising campaign to enter the Italian market can be used:

1.    What key idea/concept would an advertisement try to convey to create a favorable image for Starbucks?

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