By Heidi Peiper/Starbucks Newsroom
Who warms your heart? A favorite teacher, a sibling, a childhood friend or the neighborhood crossing guard? Whomever it is, Starbucks new holiday cup invites customers to dedicate their cup to that person.
Starting today (Nov. 28) for a limited time, Starbucks stores around the world will serve beverages in a new red holiday cup, featuring a white heart framed by two hands coming together. By introducing this cup, Starbucks encourages customers to recognize those who fill their heart and embody goodness this holiday season by writing that person’s name in the heart of the cup. Customers can then share their dedicated cup on social media with the hashtag #GiveGood.
“The holidays are about remembering what it means to give love and put goodness out into the world,” said Leanne Fremar, executive creative director for Starbucks. “We loved the idea of celebrating the good in each other this holiday season.”
Jordan Kay from Starbucks Creative Studio, illustrator of this year’s first-ever color-in Starbucks holiday cup, also created the hand-drawn design for the red holiday cup.
“The red cup is a clean design, with the heart as a space where people can highlight someone in their life who makes the season special,” Kay said. “The design symbolizes the love and warmth felt during the holiday season, when we connect with friends and family.”
According to a recent survey, 96 percent of respondents wanted to connect with friends and family this season. Two-thirds said they would look forward to spending time with friends and family more than having a day off from work, receiving a gift or traveling*.
There are many opportunities to “Give Good,” from small moments to global efforts. Here are just a few ways that Starbucks and its partners are reaching out this holiday season:
A performing arts program for teens in foster care, service dogs for children with disabilities and a global effort to help children in extreme poverty are among the 27 charities that will receive a $25,000 grant as winners of the Upstanders Challenge. The Starbucks Foundation has awarded more than half a million dollars in grants in the spirit of Upstanders Season 2, Starbucks series highlighting ordinary people doing extraordinary things to create positive change.
Starbucks and Spotify debut limited edition Starbucks Card
In the spirit of giving, Starbucks and Spotify are joining together to donate a total of $1 million to the charities of Chance the Rapper, Lady Gaga, and Metallica to benefit youth empowerment, education and Veterans. Customers and fans can show their support with limited-edition Starbucks Gift Cards featuring the artists.
World AIDS Day
For the 10th year in a row, customers can help join (RED)® in the fight against AIDS this World AIDS Day. With every Starbucks Peppermint Mocha, Toasted White Chocolate Mocha, Caramel Brulée Latte or Eggnog Latte purchased in participating U.S. and Canada stores on Dec. 1, Starbucks will contribute .25 cents U.S. to the Global Fund to help fight AIDS. Starbucks is also marking World AIDS Day with a hand-selected playlist on Spotify starting Dec. 1 featuring new music from U2 and the many artists and bands who have supported (RED).
Making an impact one store at a time
During the holiday season, partners (employees) in stores around the world connect with their communities and bring #GiveGood to life in a variety of ways that resonate with their customers. In Arlington, Wash., partners deliver Thanksgiving meals to those in need; partners in Toronto prep food for a local soup kitchen; while in Oceanside, Calif., partners write postcards to Veterans and active military members. Even simple gestures can make a difference. At a store in Bellevue, Wis., partners sing holiday carols for customers in the Drive Thru. While partners are especially inspired to #GiveGood during the holiday season, these moments of connection happen throughout the year, when our partners and customers work together to create positive change in their neighborhoods.
* Source: Starbucks commissioned a 5-minute online survey among 1,000 U.S. respondents aged 18+, representative of the general population by age and gender. The margin of error for this sample is +/-3.1 at the 95% confidence level. Conducted by Edelman Intelligence, a full-service consumer research firm, the survey was fielded between November 7th,2017 and November 10th, 2017. As a member of The Insights Association in good standing, Edelman Intelligence conducts all research in accordance with Market Research Standards and Guidelines.
Gwen Stefani photo credit: Interscope