Starbucks partners with Bono charity in holiday promotion
SEATTLE - Starbucks is to join U2 singer Bono's Red charity label in a product tie-in that will raise money for the global fight against Aids over the Christmas season.
Part of Starbucks' new 'Shared Planet' initiative, which sees the Seattle-based coffee chain realign its image as a company with a conscience, the Red partnership donates five cents from the sale of Red-branded beverages to a global fund, which raises money for programmes to fight Aids, tuberculosis and malaria.
The three Red drinks, Peppermint Mocha Twist, Gingersnap Latte and Espresso Truffle, will be available between November 27 and January 2 in the US and Canada as part of the multi-year deal.
Howard Schultz, Starbucks CEO, said: "Red is making remarkable progress in the worldwide effort to address Aids in Africa. We have a deep partnership with our customers to contribute towards an Aids-free Africa."
Bono, U2 frontman and co-founder of Red, said: "Red is coming to a corner near you thanks to Starbucks. I'm very excited to be able to say that.
"It's pretty mind-blowing to think that millions of people can buy Red going about their daily lives and in doing so raise millions of dollars to fight Aids in Africa. That's not a bad hit from your caffeine."
Starbucks joins other large company's supporting the charity, including Gap, Apple, Microsoft, Converse, Hallmark, American Express and Motorola.
Last year Bono was criticized over Red's low fundraising yields, after claims were made that the charity spent £50m on set-up costs and raised only £9m.
However, Bono lauded Starbucks for joining the Red campaign, especially during times of economic struggle.
Starbucks posted a first quarter loss this year, and closed 600 stores across the US over the following months. The company's fourth quarter results will be released on November 10, and profit and revenue declines are expected compared to the previous financial year.
The company recently split with its former ad agency Wieden + Kennedy and is said to be completing a new deal with Omnicom Group's BBDO.
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