The Starbucks Indivisible campaign is an initiative by the coffee giant to instill and celebrate patriotism and pride among its American customers. Launched in the form of full-page letter posted in the Wall Street Journal, the Starbucks Indivisible campaign calls for Americans to restore the American dream by sharing their stories about the United States and how they have achieved their own American dreams.
The ad/letter was titled 'How Can America Win This Election?' and invited readers to jump on Facebook, Twitter and Instagram to join the conversation on how America needs the unification of its people. Starbucks' CEO Howard Shultz encouraged readers to post links on Twitter with an "innovative idea" as well as post photos on Instagram of "the American we all need to see," in addition to discussing social issues, ranging from unemployment to problems facing low-income families.
As Brand Channel points out, the campaign "echoes the slogan on the fundraising wristbands for its Create Jobs for USA campaign that launched last November, while giving it a political voice in the U.S. election being decided this coming November."
American Dream Coffee Rallies
Starbucks Indivisible Campaign Aims to Celebrate National Pride
Trend Themes
1. Patriotism Campaigns - Creating brand campaigns centered around national pride and patriotism can build customer loyalty and differentiate from the competition.
2. Social Media Engagement - Encouraging customers to engage with your brand on social media can lead to increased brand awareness and a stronger digital presence.
3. Political Activism in Marketing - Incorporating political activism in brand campaigns can foster a sense of community and build strong brand values among customers.
Industry Implications
1. Coffee Retail - Coffee retail companies can incorporate patriotic messages in branding strategies to attract and retain customers while contributing positively to national pride.
2. Social Media - Social media platforms can benefit from brand campaigns that encourage user-generated content and discussions about national pride and patriotism.
3. Political Campaigning - Political campaigners can leverage brand campaigns to build community and values-based organizing among supporters while also promoting their candidate.