How Starbucks championed the trans community in Brazil | WARC | The Feed
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How Starbucks championed the trans community in Brazil
Starbucks took its practice of writing customers’ names on their cups and used it as a springboard for a successful campaign on behalf of the trans community in Brazil.
Why it matters
The marketing industry is full of talk about inclusion, purpose and making consumers’ lives easier. Rarely are all three combined to such good effect as Starbucks did with this project.
Takeaways
- Starbucks made a branch in São Paulo into a notary office, where trans people could come to change their name on official documents.
- Build on the brand’s existing characteristics: for Starbucks, these were the use of...
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