Online Test Banks
Score higher
See Online Test Banks
Learning anything is easy
Browse Online Courses
Mobile Apps
Learning on the go
Explore Mobile Apps
Dummies Store
Shop for books and more
Start Shopping

Cause Marketing in Real Life: Leprechaun Lattes

Many cause marketing programs which use purchased triggered donations are large, national efforts but they can also be small, local, grass-roots efforts and still be highly successful.

Leprechaun Lattes, a peppermint mocha flavored beverage topped with green whipped cream, was initially sold at just one downtown Boston Starbucks the month preceding St. Patrick’s Day. Twenty-five cents from each drink sold went to Jumpstart, a national children-focused literacy organization based in Boston.

Over the next five years, the program expanded to all New England stores. In February and March 2005, Starbucks sold 53,000 drinks and raised $13,000 for Jumpstart.

While Starbucks is a large international company with several equally large cause marketing programs, most notably with Product (RED), this program had a homespun, local vibe to it.

Starbucks supported the campaign with a bit of advertising in the hometown newspaper, Boston Globe. But most of the promotion for it was scribbled on those popular A-frame chalkboards Starbucks stores rely on to promote new products. Word of mouth in this program was key.

Starbucks’ New England stores and Boston-based Jumpstart teamed up for Leprechaun Lattes.
Starbucks’ New England stores and Boston-based Jumpstart teamed up for Leprechaun Lattes.

Any business could do what Starbucks did: Choose a time period, designate a specific product or service, and donate a percentage or portion of sales to the charity of its choosing.

  • Add a Comment
  • Print
  • Share
blog comments powered by Disqus

Inside Sweepstakes

Win an iPad Mini. Enter to win now!