The coffee chain—which sparked controversy last March when it told baristas to write “#RaceTogether” on customers’ cups—has garnered headlines over the uproar its new cup design is generating.
Starbucks introduced the new cup on Tuesday. It’s green and features a “threaded design” by artist Shogo Ota, which, the company says, serves “as a symbol for stitching people together as a united community”:
Friends, baristas, and customers drawn in one continuous line—reminding us we're all connected. 💚 http://pic.twitter.com/qspqJc8KWB
— Starbucks Coffee (@Starbucks) November 1, 2016
The company’s press release read, in part:
A single line connects the figures. A coffee farmer, a family, a barista, friends embracing. A mosaic of more than a hundred people drawn in one continuous stroke is featured on a new Starbucks green cup.
The new green cup is available exclusively in U.S. Starbucks stores starting today (November 1), for a limited time while supplies last.
“The green cup and the design represent the connections Starbucks has as a community with its partners (employees) and customers. During a divisive time in our country, Starbucks wanted to create a symbol of unity as a reminder of our shared values, and the need to be good to each other,” said Howard Schultz, chairman and ceo.
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The cups seem to have inspired anything but unity, however—at least online.
Though some consumers praised the PR move, other Twitter users lashed out in anger:
Now that beloved diversity has blown up in our faces, the libs @Starbucks have begun shilling for unity. lol,,, how typical
— Philip Bordogna (@BordognaPhilip) November 1, 2016
@Starbucks stop pushing your liberal bullshit and sell coffee. Lifelong customer becoming disgusted with the forced agenda. #HolidayCupsNow
— Archie Bunker (@ArchieBunker19) November 1, 2016
@charles_kinbote @Starbucks Ever since that discourse about racism went awry they've completely lost track of cup-based PR efforts.
— Nandini (@nandelabra) November 1, 2016
Some Twitter users called for critics to take a sip of their brew and calm down, because the “unity” cups aren’t meant to replace Starbucks’ holiday offering. The misconception is one reason for consumers’ anger:
@Starbucks I know these aren't the holiday cups. I work for Starbucks. Stop losing your minds the red ones are coming omg you people!
— Olivia Daneal (@OliviaDaneal) November 2, 2016
One problem is that people assumed the green cups were meant to be the official holiday cups spanning the next two months—in place of the traditional red cups, which were already under fire last year for not being Christmassy enough. (Which wasn't, by the way, Starbucks' first PR problem with a cup.)
Mashable reported that Starbucks is releasing its traditional red holiday cups on Nov. 10, and it published photos revealing what they look like.
Other users answered those complaining with snark of their own, voicing support for Starbucks:
@Starbucks can't believe how pissed people get over a cup of any color. Lol
— Robert (@Giants55) November 1, 2016
@Starbucks 💕💕 http://pic.twitter.com/9qzWUkNBIk
— Taste On My Tongue (@twoshipsdriftin) November 1, 2016
@Starbucks HAY STARBUCKS! DON'T LET ALL THE HATERS GET YOU DOWN. WE CAN STILL KICK IT.
— Maryam Attia (@missmarymactoub) November 1, 2016
The Atlantic’s Megan Garber wrote that the political PR move was “unsurprising”:
In some sense, certainly, that’s unsurprising. Starbucks has had a long—and, it should be said, awkward—history with political engagement. Schultz himself has been extremely vocal about political contests (he has called the campaign “a circus” and, also, publicly endorsed Hillary Clinton). He has angered gun-rights advocates when he asked guests not to bring firearms into Starbucks stores. And remember last year’s “Race Together” initiative, in which the company encouraged its baristas to discuss race relations with customers?
Starbucks’ move might not come as a surprise, but several have called the move misguided.
Slate’s L.V. Anderson wrote that expecting a cup to bring people together is a bit of a stretch:
Look, I get it. November and December are Starbucks’ busy season. The company has to deliver the gingerbread lattes and peppermint mochas that its regular customers have come to expect without appearing too safe or boring. This green cup surely seemed like a great way to spice things up and entice new customers with an interesting design (and a color no one saw coming!). But expecting a cardboard coffee cup to deliver the message “We are all one” is like expecting a muffin liner to liberate us from the craving and narrow-mindedness that cause us all to suffer. It’s a bit much to ask of a disposable inanimate object.
Adweek’s Tim Nudd agreed, and wrote:
The other problem is that, a week before the most bitter presidential race in memory concludes with Election Day, trying to get people to even consider putting aside their differences seems like wishful thinking at best—and, at worst, an aggressive political stance all its own. Unity is unthinkable this week, even on something as silly as a coffee cup.
What do you think, PR Daily readers? Was the move a clever way to grab media coverage during a tumultuous time, or do you think the decision went over the line?
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