A more sustainable Starbucks.
The world’s biggest coffee company is becoming the world’s most sustainable. How did we share the news?
Going resource positive
Starbucks is committing to do more to protect our planet’s future by declaring a new aspiration: to be a resource positive company. That means storing more carbon than they emit, providing more clean water than they use, and eliminating waste at every opportunity.
Our job: inspire media to recognize this as a major environmental story and prime their interest for future announcements.
Our job: inspire media to recognize this as a major environmental story and prime their interest for future announcements.
To support the momentous announcement, we had to move with speed and pitch with accuracy. The story was global, with a news embargo timed to the UK. So we needed to uncover a relevant local hook that Canadian publications couldn’t ignore. That hook was the removal of black plastic from Starbucks stores, a material that most Canadian recycling facilities can’t handle. Now media had a relevant reason to report.
Reaching out to influencers, advocates and journalists we know had a passion for the environment, we equipped them with the data they needed to tell the full story: insightful messaging, perspectives from key executives, and impactful infographic support.
Advertising
The result was more than 77 million impressions across radio, print, TV and social, plus a front page story in Canada’s most-read business section.
Events
LOREM IPSUM. Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy foster collaborative thinking to further the overall value proposition. Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment.