Starbucks is known for its progressive and liberal thinking and its association with various causes. However, its "RaceTogether" campaign had to face people's ire.This presentation is an attempt to explain the the issue.

1. Tapish PanwarTapish Panwar
Marketing Failure # 2
Starbucks “Race Together” Campaign

2. Tapish PanwarTapish Panwar
Context
Racial Tension in the
US, post shooting of
unarmed black men
in Ferguson, Mo.,
New York City and
Oakland by Cops
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3. Tapish PanwarTapish Panwar
Campaign Foundation
Starbucks CEO Howard
Schultz felt there was a
need for Starbucks to
lend its voice to the
issue.
He started with holding
open forums with
employees at the
company headquarters
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4. Tapish PanwarTapish Panwar
Campaign Launch
The idea came out in a
town hall meeting with
employees, where
Schultz said that the
company couldn’t
stand silent on the
issue of race.
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5. Tapish PanwarTapish Panwar
Campaign
Employees started
writing "Race Together"
on Starbucks cups,
prompting customers to
engage in race related
conversations while
waiting for, or having
coffee.
* Image for representation only

6. Tapish PanwarTapish Panwar
Campaign
Employees were also
encouraged to engage
customers through –
“Race Together” stickers
A special USA
Today newspaper
section
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7. Tapish PanwarTapish Panwar
Backlash
Campaign was met with
derision and despise by
people.
Critics branded it as
insensitive and tone-deaf.
Many heckled the brand
for launching the
campaign as a mere
marketing gimmick.
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8. Tapish PanwarTapish Panwar
Why the negative perception?
The campaign was seen
insincere as the company
didn’t take a stance on the
issue, but only encouraged
‘discussions’.
Too much focus on the
progressive liberalism of
Howard Schultz made it
look like a PR activity.
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9. Tapish PanwarTapish Panwar
Why the negative perception?
The campaign was
derided as superficial as
only 2 of the 19 Executives
at Starbucks were black.
The Baristas were not
equipped to handle
conversations on a
sensitive topic like race.
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10. Tapish PanwarTapish Panwar
What went wrong at Starbucks – Planning?
Top-down decision making
No contention expressed by
unsatisfied board members
No Market/Consumer
Research conducted
Not much thought on
implementation planning
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11. Tapish PanwarTapish Panwar
What went wrong at Starbucks –
Implementation?
Employees not on-boarded
Lack of training to equip
baristas with skills to
converse on a difficult topic
Unfair amount of
responsibility on baristas
Lack of ground preparation
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12. Tapish PanwarTapish Panwar
Takeaway!
Tread cautiously on overtly sensitive issues and take a strong stand if you have
to in favor or against the issue
Ensure an atmosphere where people can challenge bosses
Spend enough time detailing implementation
Equip, Empower and Entrust your frontline employees
Do not rush to score quick brownie points without adequate preparation

13. Tapish PanwarTapish Panwar
Thanks