Launch of transgender ads controversial Starbucks: good response!
▲
Click follow | Daily boutique coffee culture magazine coffee workshop
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?!
Disclaimer: some of the pictures in this article come from the network, and some of the contents of the website, such as pictures, we will respect the origin of the original copyright, but due to the large number, there will be individual pictures and texts not in time to indicate, please forgive me. If the original author has any disputes can contact the website to deal with, once verified we will immediately correct, by the "coffee workshop" collation and editing, reprint please indicate, if infringement, please inform deletion, thank you ~!

- Prev
Are zero-calorie sugar substitutes really healthy and unburdened? The World Health Organization hit them in the face!
Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style) more boutique coffee beans please add private Wechat Qianjie coffee, WeChat account: Qjicieex May 15, the World Health Organization (WHO) released a new index on non-sugar sweeteners
- Next
Bring your own "gold" cup to McDonald's for coffee, and netizens focus on "cheating".
▲ click to follow | Daily boutique coffee culture magazine Coffee Workshop last week, McDonald's once again launched a "gold" theme campaign, non-disposable containers with their own gold elements can get a cup of milk for free, so there is a trend of "looking for gold cups" on the Internet. Before the activity officially began, netizens began to get ready to turn the box upside down.
Related
- What degree of grind should I use to make coffee by hand? How fine should the coffee powder be ground with cold ice drops? What is the No. 20 screen? How fine are the grains of fine sugar? What is the appropriate grind for the espresso?
- Why is coffee bean watches always oily? Are the oil out of the coffee beans stale? Are oily coffee beans of higher quality? What is the difference between deep and light coffee?
- How long is the taste period for coffee? How long is the best time to finish your coffee? How long can coffee stay in a thermos cup? What is the best degree of hand-brewed coffee?
- Pour out all the raw materials! Many Lucky products are off the market!
- "Haidilao in the milk tea industry" Kawangka quietly increases its prices again! Netizen: No more drinking!
- Ask for 20,000 yuan! Coffee shop managers trick employees into fake marriages?!
- Milk tea takeout "strong" with 10 packs of tissue?! User: No collection or delivery
- Which is sour, deep-roasted or lightly roasted coffee? Do people who know coffee want light or deep roast? What is the difference in the degree of roasting coffee? What is the difference between lightly roasted coffee and deeply roasted coffee?
- Do I have to steam my hand-brewed coffee? What is the function of drip coffee steaming? What is the purpose of steaming hand-brewed coffee? Can I make coffee by hand without steaming it?
- Is SOE a single origin coffee? What is the reason why SOE American style is too sour and SOE latte is too bitter?