BBC Homepage
  • Skip to content
  • Accessibility Help
  • Your account
  • Notifications
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • More menu
More menu
Search BBC
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
Close menu
BBC News
Menu
  • Home
  • InDepth
  • Israel-Gaza war
  • War in Ukraine
  • Climate
  • UK
  • World
  • Business
  • Politics
  • Culture
More
  • Tech
  • Science
  • Health
  • Family & Education
  • In Pictures
  • Newsbeat
  • BBC Verify
  • Disability
  • Trending

Starbucks #RaceTogether campaign mocked online

  • Published
    17 March 2015
Share page
About sharing
Tweet of pictures of white hands holding 'race together' Starbuck cupsImage source, DinaPomeranz
Image caption,

Many noticed that Starbucks' marketing photos for the campaign only featured white hands

By BBC Trending
What's popular and why

A Starbucks PR campaign to unite customers with conversations about race appears to have backfired, as the company's big roll-out was widely mocked.

"Black Coffees Matter", "African-Americano" and "Stolen-from-the-Gold-Coast Blend" - these aren't unfortunate slogans for Starbucks drinks but jokes about the coffee chain's latest marketing campaign.

The race-related puns are just one aspect of a trending hashtag begun after the company launched "Race Together".

The corporate coffee giant said on Monday that it wanted to engage customers in a conversation about race after ongoing protests about police treatment of minority communities and race-related social movements online.

This involves baristas scribbling the words "Race Together" on cups and attempting to "engage customers in conversation through Race Together stickers available in select stores", Starbucks said.

But instead of conversation over caffeine, social media hijacked the #racetogether hashtag, which so far has over 20,000 mentions.

TweetImage source, Ameena Rasheed
Image caption,

Despite Starbucks also taking out full-page ads in The New York Times and USA Today, the idea was not a hit

Criticism was fierce but often humorous. Guardian US reporter @Zachstafford tweeted, external: "Barista: Your total is $5.45 Me: You can just put that on my reparations tab. Thanks. #raceTogether."

"Before they write #RaceTogether on cups, can Starbucks just spell my name correctly? #SahanMinha #HansonMinaja #SaddamHussain," Daily Show comedian Hasan Minhaj asked on Twitter, external.

In a related hashtag, #NewStarbucksDrinks, Twitter users made race-related puns to rename popular Starbucks items - "Mocha Money, Mocha Problem, externals" "No Chai Left Behind, external" "Black Coffees Matter, external" and "BY ANY BEANS NECESSARY, external".

Meme: Welcome to Starbucks, Let's discuss your white privilegeImage source, @PeeteySDee
Image caption,

Social media users tweeted out memes and jokes using the hashtag #racetogether

In a local Washington DC Starbucks, BBC Trending asked several customers their views on the campaign.

Some were positive but most agreed it was not the best way to approach the issue.

"I like the idea that they are addressing the issue as it's easy to sweep it under the rug," said Krystina Kodomichalos, 21, a student, "but confronting strangers is not the way to go about it. It doesn't seem very well thought through."

Many brought up practical issues like what exactly employees would say, who they would approach and whether it was really possible to have a conversation in a busy queue for a latte.

"It would be strange," said Sharon Johnson, 55, from Stafford, Virginia. "I'd want to know their intentions and I'd be worried about holding up the line.

"What are they going to ask? Do you like black people?" said Ash Clements, 41.

"I care about the issue and talk about it all the time with my friends, but in the morning I just need to get my coffee quickly so I can get to a meeting."

His colleague, Joe Davis, agreed that it was awkward and questioned what they could accomplish.

"Maybe if they were to partner with a non-profit or hold forums in the coffee shops - but right now this idea has no structure or obvious goals," said Mr Davis, who runs a marketing business for black-owned companies.

A TweetImage source, @ReignOfApril
Image caption,

Most tweets used comedy and outrage to make their opinion on the campaign clear

In a press release, external Starbucks explained the origins of what many are calling an awkward and cringe-inducing initiative.

"We at Starbucks should be willing to talk about these issues in America," Howard Schultz, Starbuck's chief executive and chairman said.

"Not to point fingers or to place blame, and not because we have answers, but because staying silent is not who we are."

They might wish now they had stayed silent - at least in the case of Starbucks' communications vice-president Corey duBrowa, who appears to have deleted his Twitter account after being challenged about the merits of the campaign.

"@coreydu so are you unblocking/blocking people who are actually engaging you on a conversation abt race? How #racetogether is a stupid idea?" tweeted @krageinsf, external.

Starbucks is not the first to misjudge public sentiments and be lambasted online.

In 2014, #mynypd by the New York City police department backfired, with social media users tweeting images of NYPD violence, abuse and racial profiling.

"Race Together is not a solution," Starbucks said in the press release, but "it is an opportunity to begin to re-examine how we can create a more empathetic and inclusive society".

Despite these intentions, #RaceTogether could be a decidedly one-way conversation.

Blog by Olivia Crellin

Next story from BBC Trending: The political loaded question that got India talking

Or maybe you'd like to look at: Dolce and Gabbana say 'Boycott Elton John'

You can follow BBC Trending on Twitter @BBCtrending, external, and find us on Facebook, external. All our stories are at bbc.com/trending.

More on this story

  • NYPD Twitter campaign 'backfires'

    • Published
      23 April 2014
    NYPD photo
  • Starbucks pays UK corporation tax

    • Published
      23 June 2013
    starbucks logo
  • Starbucks to pay US college fees

    • Published
      16 June 2014
    Starbucks front store

Top stories

  • Man, 76, remanded over 'drug-laced sweets' at camp

    • Published
      2 hours ago
  • Steve Rosenberg: Russia is staying quiet on Trump's nuclear move

    • Published
      3 hours ago
  • Car finance judgement 'a hard pill to swallow'

    • Published
      14 hours ago

More to explore

  • What to do if your planned holiday destination is affected by wildfires

    Wildfires seen in July in Chalkida on the Greek island of Euboea
  • Shapewear for your face while you sleep. Has Kim Kardashian taken it too far?

    Two women wearing a face wrap that goes under their chins to the top of their heads
  • Love Island finale, and Wednesday returns: What’s coming up this week?

    A composite image of Maya Jama and the Wednesday Adams character
  • 'Like being with a rock star' - departing Son's 10 years at Spurs

    • Attribution
      Sport
    Son Heung-min celebrates after Tottenham win the Europa League
  • North Korea sent me abroad to be a secret IT worker. My wages funded the regime

    A graphic showing a man in a cap and uniform working on a laptop with a North Korean flag as a background
  • I've seen her name and photo - but we can't talk before the date. Will it work out?

    Alex waiting outside a bar with a cocktail
  • Car loan scandal payouts row - what's it about?

    Man and a woman in smart clothing talk in a car dealership, standing between new cars
  • When Scotland was the world's UFO hot spot

    Two people standing with their backs to us at night. They are high up, overlooking a landscape of lights and water in the distance. The moon is high and the whole night sky is green-tinged and eerie.
  • Summer Essential: Your family’s guide to the summer, delivered to your inbox every Tuesday

    concentric circles ranging from orange to yellow to represent the sun, with a blue sky background
loading elsewhere stories

Most read

  1. 1

    Steve Rosenberg: Russia is staying quiet on Trump's nuclear move

  2. 2

    Man, 76, remanded over 'drug-laced sweets' at camp

  3. 3

    Man, 27, drowns saving two nieces at waterfall

  4. 4

    I no longer identify as Nigerian, Badenoch says

  5. 5

    Car finance judgement 'a hard pill to swallow'

  6. 6

    I've seen her name and photo - but we can't talk before the date. Will it work out?

  7. 7

    Shapewear for your face while you sleep. Has Kim Kardashian taken it too far?

  8. 8

    North Korea sent me abroad to be a secret IT worker. My wages funded the regime

  9. 9

    KPop Demon Hunters star says chart success doesn't feel real

  10. 10

    Trump fires lead official on economic data as tariffs cause market drop

BBC News Services

  • On your mobile
  • On smart speakers
  • Get news alerts
  • Contact BBC News

Best of the BBC

  • A new disappearance reopens old wounds

    • Attribution
      iPlayer
    The Gone
  • Inside DOOM, the controversial 90s game

    • Attribution
      Sounds
    Witness History: The Release of DOOM
  • A classic, nostalgic time-travel adventure

    • Attribution
      iPlayer
    Back to the Future
  • What do your dreams say about you?

    • Attribution
      Sounds
    The Dream Team with Vinny and Cate
  • Home
  • News
  • Sport
  • Weather
  • iPlayer
  • Sounds
  • Bitesize
  • CBBC
  • CBeebies
  • Food
  • Terms of Use
  • About the BBC
  • Privacy Policy
  • Cookies
  • Accessibility Help
  • Parental Guidance
  • Contact the BBC
  • Make an editorial complaint
  • BBC emails for you

Copyright © 2025 BBC. The BBC is not responsible for the content of external sites. Read about our approach to external linking.