Starbucks’ #RaceTogether Campaign Backfires, Gets Relentlessly Mocked On Twitter
With the best intentions, Starbucks recently launched a new campaign to get people talking about race. The campaign was promoted by their CEO Howard Schultz and involves a barista writing #RaceTogether on your morning cup of coffee and engaging you in a conversation about race relations.
Now, that might've sounded like a good idea in the boardroom, but the reality is people aren't at their best in the early morning before they've had their cup of the strong stuff. So they might not take too kindly to being forced into debating the issues surrounding race in modern America when they're late for work.
Still, Starbucks obviously hadn't thought that far ahead and launched the campaign. But no sooner had they posted it to twitter...
...when the backlash and ridiculing started.
Who wants to be in line behind the "ally" ordering a half-caf-skinny-soy-dirty-chai and discussing Ferguson at 8AM? Not me! #RaceTogether
Not sure what was thinking. I don't have time to explain 400 years of oppression to you & still make my train. #RaceTogether
A discussion about race when I’m late for work (and haven’t even drank my coffee yet?) #racetogether
Can I get a venti Carmel Macchiato but put the whipped cream in first today....I'm tired of the white always being on top! #RaceTogether
What you should do if your Starbucks barista begins lecturing you about white privilege #racetogether
The arrival of Starbucks is typically a key indicator of gentrification in low-income communities. But, #RaceTogether
Ask your barista why there are zero Starbucks in Ferguson, Missouri. Then tell them to enjoy a hot cup of STFU. #RaceTogether
It got so bad Starbucks' senior vice president of communications, Corey duBrowa, deleted his twitter account. Which was just met with more ridiculing.
#Starbucks's wanted to talk about race so much he deleted his account after people started talking to him about it. #RaceTogether
so are you unblocking/blocking people who are actually engaging you on a conversation abt race? How #racetogether is a stupid idea?
Oh dear. Another #brandfail on Twitter to add to the already huge list.