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October 31, 2008

(Red) Brand Teams With Starbucks to Fight AIDS in Africa

Starbucks Coffee is partnering with AIDS-fighting consumer advocacy brand (Red), Adweek reports. The multiyear deal begins next month with the sales of three co-branded holiday drinks.

From November 27 to January 2, the retailer will donate five cents from each sale of (Red) exclusive drinks Peppermint Mocha Twist, Gingersnap Latte and Express Truffle to the Global Fund, which was established in 2002 to finance programs that fight AIDS, tuberculosis and malaria worldwide.

“This project gives our customers the opportunity to contribute, to do good and be part of this every single day,” said Michelle Gass, Starbucks’ senior vice president at marketing and category. She added that The Starbucks Shared Planet initiative also frames the company’s commitment to doing responsible business and using its scale to do good for customers and the planet at large.

Jenifer Willig, director of partner management and marketing at (Red), said teaming with an everyday product—coffee—could make a global difference. “We can bring the power of the Starbucks community together to help raise millions of dollars and save thousands of lives in Africa.”

The partnership was announced at Starbucks’ 2008 Leadership Conference in New Orleans.

Search: (Red), Starbucks, Global Fund, Africa


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