Starbucks to take (RED) partnership into cinemas
Starbucks and (RED) are to take the fundraising organisation’s message about its work to tackle Aids to cinemas in a week-long campaign.
The 60-second ad is a version of a US campaign, which has been reworked for a British audience to encourage Starbucks customers to donate money to the (RED) global Aids fund by using their registered (Starbucks) RED Cards at the coffee chain’s outlets.
Each time a customer uses their (Starbucks) RED card, the chain will donate 5p to the (RED) global fund that finances Aids programmes in Africa.
The brand partnership was launched in the UK earlier this month and extends Starbucks’ global partnership with (RED), which launched in the US and Canada last year. As part of the partnership, Starbucks launched a (RED) tumbler and will donate £3 for each one sold.
The campaign will launch on 27 November and will run across 91 digital screens managed by cinema advertising group Pearl & Dean.
The ads will also run on the foyer TV network operated by Vue cinemas at 50 of its sites.
Brian Waring, marketing director of Starbucks UK and Ireland, says: “Our partnership with (RED) offers us another opportunity to use our size for good and enables us to bring our customers new, simple ways to do good everyday. To illustrate our commitment we have chosen to use this partnership as the theme for this step into cinema advertising in the UK.”
