Starbucks’ ‘Race Together’ cancelled — for now
March 23, 2015
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If there were an award for ill-conceived marketing campaigns, 'Race Together' would earn the gold. Starbucks' latest social justice endeavor that encouraged baristas to engage customers in conversations about race came to a resounding halt Sunday.
One week after its launch, the corporate coffee behemoth decided to cancel the first phase of 'Race Together' after receiving tremendous negative backlash.
Amazingly, consumers don't enjoy being told they're racist while ordering a cup of coffee. Who knew?
According to the Associated Press, 'Race Together' is not ending, it's merely moving into the next marketing phase.
The campaign has been criticized as opportunistic and inappropriate, coming in the wake of racially charged events such as national protests over police killings of black males. Others questioned whether Starbucks workers could spark productive conversations about race while serving drinks. The phase-out is not a reaction to that pushback, Olson said. "Nothing is changing. It's all part of the cadence of the timeline we originally planned." He echoed the company memo, saying of the Race Together initiative, "We're leaning into it hard."Riiiiiight. While customers won't be badgered by baristas, Starbucks plans to move forward with ads in USA TODAY, in-store placards, and also plans to open more stores in minority communities, reports the AP. Doubling down on a universally despised marketing campaign? Ok, then.