Starbucks CEO extends “Indivisible” campaign from coffee to social media

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Credit: Starbucks

Starbucks (s SBUX) CEO Howard Schultz likes his coffee black and his politics nonpartisan. Last year, in a move to break gridlock in Washington, he launched a campaign urging CEOs to boycott political donations. Now he’s leading “Indivisible,” an initiative focused on job creation.

Starbucks launched the “Indivisible” collection — a coffee blend, branded tumblers and mugs — in its stores in mid-June and makes a donation to the Create Jobs for USA fund every time an “Indivisible” item is purchased. Now the campaign is extending to social media in a special Fourth of July initiative. Schultz wrote yesterday on the company’s blog:

I invite you to share your view of America, and how we can all put citizenship over partisanship. On Instagram, post a photo of the America we all need to see. On Twitter, provide a link to an innovative idea. Blog about who’s making a difference in your community; or on YouTube, share how you made your American Dream come true. No matter where you post, if you use the tag #INDIVISIBLE, Starbucks will do its part to collect and amplify your voices.

That’s a little vague. Is it enough to get consumers excited? So far, #indivisible isn’t a trending topic on Twitter, but a search today reveals a few #indivisible tweets an hour. Posting to Instagram is interrupted by the fact that Instagram (s FB) is down in a mass power outage. Still, we have a few days to go until July 4. On that day, “To spark the conversation in our stores, your local Starbucks will proudly serve everyone a free tall hot brewed coffee on the Fourth of July.” It’s yet to be seen whether the conversation that day will focus on job creation and nonpartisanship — or whether people will just be wondering why they didn’t get an iced coffee instead.

3 Comments

Jim Cassidy

Howard’s idea is commendable, but much too vague. My store is doing a poor job of “sparking” the conversation. I didn’t learn of it til this morning, and there’s few people here on the 4th to converse with. I will, however, post an idea on Twitter with the #Indivisible tag to do my part.
Keep the ideas coming, Howard. Happy 4th, and thanks for the coffee.

saumya

I love starbucks. There’s a lot to be learnt from the way they have built their own brand.

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