Anyone frequent to Starbucks website would notice that their site has been re-designed with lots of red. Also, the site display these words “We believe it’s better to give and receive. Any time you buy a Starbucks Red exclusive, we give 5 cent to the Global funds to help save lives in Africa.” It’s also placed in their stores. Wondering why?
Starbucks has not lowered its price, but it’s trying to find a way to the hearts of customers by partnering with Rock star and activist Bono. The singer is trying to push a fight against HIV and AIDS in Africa by partnering with some U.S. companies to lunch series of products. These products are branded as “Red” and part of the money raised from these products will go to fighting AIDs in Africa. So Starbucks now gives its customers the choice of buying beverages listed under “Red,” from which the company will donate 5 cents per purchase until January 2nd. These beverages are: Peppermint Mocha Twist, Gingersnap Latte and Espresso Truffle.
Now, who would not want to be a part of something good? Except that some people argue that the coffee company should rather focus on making life better here in the U.S. where it’s closing stores, instead of across the ocean.
“Millions in charity goes to fighting AIDS in Africa, where unsafe sex has also ensured a proliferation of the disease. Why is that? What makes African patients more worthy of the money? I theorize that it’s because Africa is out of sight and frequently hapless,” said Cord Jefferson.
Others say its just a way for the coffee company to keep its customers. “Since we announced our partnership with “Red” I have been honored by the enthusiasm of our partners and customers who recognize their daily visit to Starbucks will help save lives in Africa,” said Starbucks president and CEO Howard Schultz.
Since partnering with “Red,” the coffee company’s stock has been fluctuating between $9 and $13.