Starbucks' Sponsors Green Innovation

• Wednesday, 23 June 2010
• By Sam Martin
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In a stunt to increase Starbuck’s brand identity and to communicate to the public, the companies sustainably responsible business practices, they sponsored a Betacup competition to gather ideas for reducing non-recyclable paper cup usage. The winning idea was the Karma Cup, which utilizes a small chalkboard at the register of each store, people who use reusable cups make a mark on the board and every 10th reusable cup user receives a free coffee. The $20,000 competition was run was run digitally through jovoto.com.

Other notable ideas included:

• Band of Honor: a rubber band with a barcode on it, that gets scanned with each usage, discounts increase as usage increases.
• Champion Cup: Similar concept whereby reusable cups are tagged, registered online and discounts are given for ongoing usage and monitoring.
• Biodegradable Cup: made from rice husks, which is strong and can be continually reused.Starbuck’s marketing and communications strategy is increasingly leading toward environmental issues.  

Starbuck’s marketing and communications strategy is increasingly leading toward environmental issues. This latest stunt has had many positive effects including promoting innovation, increasing consumer awareness for the environment and the starbuck’s brand, whilst adding pressure to make the entire supply chain more green. If your in the process of introducing a green product or service, let us be the team to create a tailored campaign for your company using our design and digital expertise.