How We Upended an Industry by Moving Starbucks

July 1, 2022
The Starbucks company tagline is “more than great coffee.” Indeed, as Starbucks revolutionized coffee houses, it created great trash, with millions of coffee cups – which weren’t as recyclable as everyone thought – ending up in landfills. 
Starbucks HQ picked Starbucks as a target because if you’re going to move an industry, you start with the leader of the pack. Our #bettercup campaign did exactly that. We tracked the trash, held a week-long protest outside the company’s headquarters in Seattle, and built the “cup monster,” and introduced the world to Spencer. In short, we got Starbucks to work faster towards a better cup that wouldn’t make destroying forests part of the price of your daily cup of joe. 

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