- Posted 1/22/09 at 10:28 AM
- branding
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What would you do for a free cuppa' joe?
Would you consider five hours of community service to support a local food bank? Or perhaps mentor a child (significant others don’t count!)? So Starbucks asks… are you in?
With his boldly dressed lady at his side, the President proclaimed his tenure to be a “new era of responsibility” and a call to service for all U.S. citizens (and hello… denizens!) to “find meaning in something greater than themselves.” Perhaps it’s all that caffeine, but Starbucks was right there ahead of the pack, heeding the new president’s words and ready to take on the tall order – and fill it too.
Working with the Hands On Network (ironically, now part of Points of Light Institute, a federally funded program initially launched in 1989 by former President George H.W. Bush to engage volunteers), the Seattle coffee chain will reward participants with a free tall brewed coffee for simply pledging 5 hours of community service. It’s part of Starbuck’s shared planet initiative and their commitment to contribute over 1 million hours of community service. Starbucks collaborated with MC Yogi, another service-minded soul, with a video to jumpstart the “Pledge 5” promotion that runs from January 22nd to the 25th.
Cause related marketing has been on the tip of the tongue for many marketers these past months, but Starbuck’s has been one of the most rigorous about integrating its social stance into its ad messaging and it shows, whether rewarding folks for voting on election day with (yes, say it with me…) a free cup of coffee to a tie-in with Bono’s long-running Red project to today’s “Pledge 5” campaign. Despite sluggish sales for the Seattle brewster and more reports of doom, its corporate spirit and tenacity to stay and do good is pretty strong. Some might sneer at the gesture of peddling out yet more free coffee, but sampling and generosity has and always will be valued. Both Starbucks and Obama know that they have their work cut out for them and neither is planning on riding it out alone. It takes a good lead, good team — and Lord knows a good dose of caffeine couldn’t hurt.
Free coffee or not, let’s get to work – together. Pledge 5.
Oh, yes you can.
I am 
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I totally agree. And nothing wrong about being patriotic.
Great insights…I don’t think the audience cares who wins the awards, they just want to see the “show” so they have something to talk about the next day…and BTW- the Chrysler commercial was my favorite! Anything that promotes America building something again is ok with me…I guess I’m just a sucker for patriotism…
Nice article! It makes a great deal of sense. These companies spend so much to attain new clients but rarely put forth the effort to keep their existing ones happy. Everything is an argument or an angle. I guess they think we will forget.
I ask this lovingly Steve: by any chance, are you wearing a tie and nursing a martini?
Looking at Obama’s overall rising star these past years (and especially thinking back to who even knew his name prior to 2004), he is a media genius indeed. Yet at the same time, just as he’s not a Muslim (although 24% of the public still thinks he is), he’s also not the political Messiah his campaign painted him to be. In offering an opinion about this widening disparity between the myth and the man, which any Brand Girl is entitled to do, I simply pointed out some of his media missteps since taking office. Speculating that Obama might be a one-term prez unless he gets his media act and his policy act together—and playing nice with one another—is no more a diss than thinking Derek Jeter was playing kinda dirty when he faked getting hit by a pitch to get on base. That’s not dissing, and it’s not even playing party politics. It’s just stating the obvious.
And ’cause I can’t resist: when out with a girl, especially a bipartisan one, allow her a chance to take a full swing when at bat in a pennant battle of the minds. I’ll bet the house that she’ll get beyond first. And she won’t have to fake a thing either.
Funny piece but a faulty premise.
Obama is still a media genius. He’s controlling the debate and has accomplished more in his first two years than any President since FDR. Sure his approval numbers are down but we are in a the middle of a severe recession. Regan’s numbers were similar in 1982.
He has tried to be bipartisan but what does he get for it? The GOP even filibustered small business tax cuts (until two GOP senators who are retiring broke off yesterday). The public knows this. While they are anti-incumbent, they trust the GOP less than the Dems. And despite the GOP’s concerted efforts to block efforts to stimulate the economy (so they can hope to pick up more seats), the economy will turn around and the the POTUS’s appoval ratings wil improve with the rise in GDP.
And when out with boys, especially thoughtful ones, it’s probably not a good idea to diss Obama; not if you want to get to first base.