Individual Case Study: Starbucks Red Cup Controversy
Phase 1:
Introduction:
• Starbucks is recognized for its superb service and customized drink orders o Mission: “To inspire and nurture the human spirit—one person, one cup and one neighborhood at a time.” o Good customer perception of value, relevant brand, presents desired benefits, and consistent
• Starbucks red cups are a sign that the holiday season is drawing near o 1997—served holiday beverages in a unique cup
Contests to support creativity
Inviting customers to rejoice in the holidays o Pattern: Oct. 22 until late January o Has been brought every holiday season for the past 19 years
Historical Background:
• Various critics (publics) accuse the company of waging a war on Christmas
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o General public (word of mouth to customers) o Key customers (confirm that they would like their return) o Major stockholders (confirm that market is strong)
Goals for Campaign:
• The company wants to show that they did not mean any disrespect towards their publics o Starbucks chose to go with that design because they wanted to show that they embrace all religions and celebrations of the holiday by keeping the design simple
Media Employed:
• News: o Confronted medias with their Starbucks Newsroom Online o Starbucks published two separate press releases on the topic
Chose this method due to previous campaign mistakes of using advertising to apologize to publics o Addressed individual people on social media platforms
Messages Sent:
• Starbucks published two separate press releases on the topic o Nov 8th “The story behind the design of Starbucks red holiday cups for 2015”
Elaborating on the reason of their change of cup design
Removed the “symbols of the season” used in the past in favor of a simple, two toned red cup
They want to show that they have equal acceptance of religious and non-religious peoples coming together to celebrate the holiday whatever way they please
• Their cups are designed to show the public they give equal