Earlier this month, Starbucks partnered with Lady Gaga and her charitable foundation, Born This Way, which promotes youth empowerment. From June 13-19, participating U.S. and Canada stores donated 25 cents to Born This Way for every “Cup of Kindness” drink sold. Via the campaign, the chain showcased two colorful items, the Pink Drink and Ombre Pink Drink, and introduced two new beverages, a Violet Drink and a Matcha Lemonade.
Lady Gaga worked behind a Starbucks counter as an in-store part of the promotion, which she posted on her own social media accounts, while customers tried to amass selfies with all four drinks on Instagram, tagging them with the #cupsofkindness hashtag. During the campaign, nine posts that Starbucks shared on Instagram garnered almost 3 million likes, while 11 posts regarding the promotion on Facebook received almost 30,000 shares.