Starbucks Embarks on Product (RED) Campaign

YumSugar — Wed, 26 Nov 2008 11:15:27 -0800

Despite its staggering fourth-quarter drop in sales, number one coffee retailer Starbucks has announced a multiyear partnership with charity campaign Product (RED).

From Nov. 27 to Jan. 3 in the US and Canada, Starbucks will donate five cents from the sale of any Starbucks (RED) beverage to the Global Fund to help save lives in Africa.

The exclusive Starbucks (RED) beverages include the Espresso Truffle, Peppermint Mocha Twist, and Gingersnap Latte. And on Dec. 1, the 20th anniversary of World AIDS Day, Starbucks will be donating five cents for every Starbucks beverage that's made to order.

The chain is going through great effort to get the word out about the new campaign. Instead of their signature green getups, baristas will sport red aprons to highlight the partnership. This Friday, Nov. 28, Starbucks and celebrity chef Mario Batali will take over Times Square, passing out free (RED) coffee beverages. Other celebrities supporting the cause, like Mary-Louise Parker, Helena Christensen, and Annabella Sciorra, will also be on hand at the event.

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