Starbucks Christmas marketing is to bring coffee to American soldiers and feel the warmth of the heart during the Spring Festival.
Christmas is coming, but for those American soldiers stationed outside, the holiday may not mean much. Recently, however, Starbucks announced that it would raise $450000 for USO, a nonprofit that has close ties to American soldiers, and that it would provide large quantities of VIA instant coffee for free. Just last month, on Veterans Day (November 11), Starbucks donated $5 from the total price of each special star card to USO's USO Transtition 360project team, which works to help veterans better integrate into society.
USO is an American non-profit organization founded during World War II (1941). Its main job is to provide support to active and retired American soldiers. It is not part of the federal government, but it is by far the best service for military personnel. With regard to the cooperation between the two sides, Matt Kress, Starbucks' head of military affairs, said that Starbucks and USO have a conceptual agreement. As an American catering giant, it also sounds touching to let American soldiers scattered overseas have a cup of Starbucks and smell their hometown.
In fact, Howard Schultz, CEO of Starbucks, has always been a businessman with a lot of views on American society and politics. There was even news this year that Schultz was going to run for president of the United States in 2016, but Schultz himself later denied the news in an article in the New York Times. In 2014, Schultz co-authored a book about veterans, "For Love of Country," with Rajiv Chandrasekaran, a former Washington Post correspondent in Iraq, and later set up a follow-up reporting and documentary media studio, which had previously been broadcast and tested in stores.
In the Christmas season when commercials are coming, Starbucks uses such a corporate social responsibility approach to increase its exposure. In the final analysis, this is also a kind of marketing, which is quite consistent with its national brand positioning.
Source: curiosity Daily
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