A (Red) Christmas for Starbucks
Starbucks has begun offering consumers the chance to channel charity to the global organization combating AIDS in Africa, donating five cents to the Global Fund for every Starbucks (Red) exclusive beverage purchased through the holidays.
The cause marketing campaign, which launched on Thanksgiving Day and will last through Jan. 2, will have Starbucks contribute a nickel for every Peppermint Mocha Twist, Gingersnap Latte and Espresso Truffle bought at participating stores in the U.S. and Canada.
On Friday Starbucks activated the program with a live event in New York’s Times Square featuring TV chef Mario Batali, actors Annabella Sciorra and Mary Louise Parker, and model Helena Christensen.
And yesterday, to mark the 20th anniversary of World AIDS day, Starbucks extended the five-cent contribution to include every hand-crafted beverage sold in participating stores.
The company has also launched an online Starbucks (Red) community site, where users can view an “impact calculator” that shows how their purchases translate into the medicines offered to saves lives.
Customers with a registered Starbucks account can upload photos of themselves taken inside the (Red) parentheses at Starbucks stores, together with their Starbucks location and favorite Starbucks exclusive. They can search the photos on the site by screen name, store location or region, and can also view a video about the effect two pills a day can have on HIV patients in Africa.
The Starbucks (Red) campaign is accompanied by a broadcast ad that asks, “What (if) we’re not separated from everyone else but connected?”
The ad, which concludes that “It’s bigger than coffee,” is also available on a branded YouTube channel At press time the video, posted to the site on Nov. 25, had received more than 480,000 views and 238 comments.
The comments received on the site indicate that cause-based marketing may not always be an unmixed blessing for a brand. While most visitors to the site support the Starbucks (Red) campaign, a minority of the comments follow the line set by visitor “fialcz”: “5 cents donated only on three drinks? Cheap Bastards.”
In October, Starbucks announced a multi-year partnership with (Red), the non-profit organization co-founded by singer Bono to enlist business in the fight against African AIDS. By linking up with (Red), Starbucks joins Converse, Gap, Emporio Armani, Hallmark, Apple, Microsoft Windows, Dell and the U.K. division of American Express.
“Since we announced our partnership with (Red) I have been honored by the enthusiasm of our partners and customers who recognize their daily visit to Starbucks will help save lives in Africa,” said Starbucks president, CEO and chairman in a statement. “We have a deep partnership with coffee growing regions in Africa and are proud to partners with our customers to contribute towards an AIDS-free Africa.”
“Starbucks is bringing (Red) to communities across the country and giving millions of customers a chance to do something good every day,” said (Red) CEO Susan Smith Ellis. “All of these small choices, across millions of coffee purchases, will add a significant new contribution stream to the more than $115 million that (Red) partners have already generated.”
Starbucks currently buys coffee from ten African countries. In 2009, the company plans to open Starbucks Farmer Support Centers in Ethiopia and Rwanda.
(From Promo Magazine HTML: http://promomagazine.com/news/starbucks-red-christmas-1202/ )
My Reflection:
I was drawn and looked up this article because I was having trouble finding an article until I decided to take a break and get some coffee. When I went to Starbucks I saw all the (RED) stuff that they had. Many people don't agree with Starbucks and how they have rapidly taken over. However, I have always enjoyed it especially Pikes Place in Seattle. I enjoy the fact that I or anyone can help in donating to the AIDS in Africa foundation in your day to day life. Starbucks has been giving a positive impact on a society through helping with the fundraiser and helping people in need, at least in my eyes. As long as Starbucks keeps giving back I have no problem going to them and buying coffee.
Personally, I kind of have a problem with Starbucks being on every other corner down the street. I feel that there is just no need for them to have this many shops open. In addition, I feel that they can donate more then 5 cents per cup. A tall coffee there can easily go over $2.50. With coffee prices on the rise and Starbucks purchasing coffee from 10 African countries, the least they can do is give back some more to the countries and the relieve efforts. I personally feel Starbucks over prices their coffee and in doing so, I feel they should donate more then 5 cents.
ReplyDeleteSome interesting points from the critics (both Will and those quoted in the article)! I'd be interested to hear more about what you think, Tiana, about these concerns, or any more questions or reflections that you have when you read pieces like this!
ReplyDelete