Starbucks' new Cups of Kindness initiative was created in collaboration with Lady Gaga's Born This Way Foundation, and offers four special beverages – two of which are brand new for the Starbucks brand.
The two new Starbucks beverages include a Matcha Lemonade, which is made from ground Teavana matcha green tea and then mixed with lemonade. The second in the collection is called the Violet Drink, which is made from blackberries and the brand's Very Berry Hibiscus Refreshers. The other two beverages in the Cups of Kindness collection include the brand's Pink Drink and Ombre Pink Drink.
For each of the beverages purchased in this collection, 25 cents will go to the Born This Way Foundation.
Key Themes Behind This Trend
- Non-dairy Beverages
- The rise of non-dairy beverages presents an opportunity for businesses to innovate and create unique and delicious alternatives to traditional dairy drinks.
- Celebrity Collaborations
- Collaborating with celebrities like Lady Gaga can create impactful marketing campaigns and help businesses reach new audiences.
- Socially Conscious Initiatives
- Combining consumer purchases with charitable donations can be a powerful way for businesses to make a positive impact and engage customers.
Where This Applies
- Beverage Industry
- The beverage industry can look to non-dairy alternatives as a potential market to tap into and offer more choices to consumers.
- Food and Beverage Marketing
- Utilizing celebrity collaborations in marketing initiatives can help businesses generate buzz and drive sales in the food and beverage industry.
- Non-profit Organizations
- Partnering with businesses on socially conscious initiatives can provide non-profit organizations with additional funding and exposure to support their causes.
