Launch of transgender ads controversial Starbucks: good response!

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It has long been a routine operation for brands to choose celebrity online celebrity endorsements or promotions with tens of millions of fans. Generally speaking, there seems to be nothing wrong with Starbucks, the world's largest coffee chain. Recently, Starbucks, the world's largest coffee chain, released a controversial publicity advertisement, suspected of "turning over"!

Recently, according to foreign media reports, Starbucks in India released a video advertisement starring well-known Indian transgender actress Siya, which caused great controversy because its content involved transgender issues. Some Indian netizens shouted bluntly: "get out of India!"

It is understood that the ad is shown in the video form of a sitcom, which is mainly about an Indian couple accepting the "transgender" of their child-- the specific content is that a couple waited for a son who had not been contacted for a long time in a Starbucks store. However, a "young woman" came to the appointment, and the video analysis showed that the couple's son had "changed". Or because of the "transgender" problem, the scene was once awkward. ‍

But then, when the father got up to order coffee, he used a female variant of his son's name. when the shop assistant called his name, the lead actor looked shocked and moved, and the family was already happy and warm. ‍ ps: Starbucks baristas write their names on customers' cups

The message of the video is: "No matter who you are, Starbucks accepts you and supports you to be yourself bravely."

What does transgender mean?! 🔍

Summary of network data: it means that "gender identity is higher than physical gender, and psychological gender determines the actual sex". That is, a person thinks that his gender identity is different from the biological gender assigned at birth (for example, boys think they are girls, girls think they are boys), and what gender they think they are.

As soon as the Starbucks promotional video was released, it caused widespread controversy on social media, and under the hot search entries on the intranet, we can see some people sending out compliments, sending a message of tolerance and acceptance:

"what's controversial", "it's fine, what's the problem?", "the more backward it is, the less tolerant it is to others", "it's good, this time I'm a Starbucks", "you have the freedom to change, and others have the freedom not to accept it."

However, some people criticized the advertisement as "too awakening", and some even said bluntly: "laugh to death, get out of India!"

Another netizen said: "although I don't deal with India very much, I hope the Indians can be tough!" This obvious and malicious value orientation really stinks! " , "the United States wants to promote more than a hundred genders around the world", "LGBT …" The United States has begun to engage in "awakening" and "awakening."

In the face of all kinds of controversy, a Starbucks spokesman responded that the video ad was "well received" in India, according to the World wide Web. Starbucks has always been a "warm and inclusive" place to showcase its stores in India.

Starbucks has been providing legal and psychological support to transgender employees, as well as helping transgender employees modify birth certificate information, the spokesman said.

Although foreign countries have always been tolerant of transgender people, perhaps when brands find spokesmen or propagandists, their image, positioning and matching need to be carefully evaluated and considered, otherwise it will be very easy to cause controversy, leading to the risk of "rollover"!

What do you think of this?! Is Starbucks' marketing successful this time?!

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