Saturday, March 21, 2015

STARBUCKS RACE REALITY CHECKLIST #RaceTogether By LM



#RaceTogether


STARBUCKS RACE REALITY CHECKLIST #RaceTogether
Written By: LM

American Coffee chain Starbucks is the Jackass of the Week. Starbucks did the impossible, in an effort to get a dialogue started about race, they have caused blacks and whites to lash out at them.

To understand how absurd the campaign is, my close friend Craig Shelton explains.  Look at the whole concept of coffee. Most coffee is consumed in the morning.  Coffee is generally consumed as a "pick me upper".  With that in mind, who in the hell wants to be discussing race or racism over some coffee.

I would guess, most Starbucks employees are young adults probably in high school or college, who wants to talk to them?

TWITTER BACKLASH

After finding out about Starbuck's campaign #RaceTogether, I took to Twitter to see what was being said.  In short, Starbucks took a massive amount of heat but what I found interesting.  Although Race Together is about all races, blacks and whites were the main ones out raged.

Blacks appeared upset that Starbucks were not located in black areas in addition to recent high profile recent police cases

Whites appeared upset about "white guilt" as they posted black crime statistics

Lots of people claiming to switch over to Dunkin Donuts

While at the same time some  joked about how silly the campaign is

BUSINESS 101

Truly one of the dumbest social campaigns I can remember.  At the end of the day, you must remember, Businesses are in Business to make a profit.  Profit is the most basic rule taught in every business school across America.  This was a huge miscalculation by Starbucks.  I would think at the infancy of this campaign Starbucks tested with a focus group or a test market.

Next time Starbucks, keep that shit simple like Coca Cola


LM


No comments: