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March 30, 2015

When corporate campaigns miss the mark

  • Problems usually arise when companies haven’t fully considered the target they’re trying to reach and what could go wrong.
  • By MAE ANDERSON
    AP Business Writer

    NEW YORK — It was a tempest in a coffee cup.

    Mega coffee chain Starbucks wanted to spark a conversation about race when it asked baristas to write “Race Together” on customers’ cups as part of a broader effort, but people standing in line for their morning java were not amused. Many voiced complaints on social media and elsewhere that they didn’t want a debate with their brew and Starbucks ended the campaign, although they said the campaign was always meant to be brief.


     
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