Starbucks has partnered with Paramount Classics for the promotion of “Arctic Tale”, a movie produced by National Geographic Films that tells the story of a walrus pup and a polar bear whose habitat is being threatened by global warming. The in-store marketing campaign started Tuesday last week in more than 6800 stores in the U.S. & Canada including for instance signage, displays, posters, cup-holders and the playing of the “Arctic Tale” soundtrack as background music (Starbucks will also sell the soundtrack). Next week Wednesday was designated as the “National Day of Discussion” during which environmental leaders will discuss with Starbucks customers climate change issues in several U.S. stores.

Starbucks brand management is a delicate affair considering that Starbucks has been subject of criticism for many years (for instance regarding genetically modified food, its labour strategy and its growth strategy – the alleged clustering of outlets to drive out smaller, local coffee shops or the opening of a branch inside Beijing’s Forbidden City).

The current green movement in most industrial nations and the raising awareness among the public about global warming represents a great opportunity for Starbucks to improve its image by positioning the brand as green and environmentally friendly. Starbucks has allegedly been focusing on environmental issues for some time now (see for instance http://www.planetgreengame.com/) and this new partnership with “Artic Tale” is another step on Starbucks’ journey to become perceived as environmentally friendly and a good corporate citizen. It could reduce the number of critical consumers and give the brand an effective image boost. However, I believe critical voices could still doubt Starbucks motives for its engagement.

For Paramount Classics as well as environmental campaigners the co-operation is an incredible lever. Through Starbucks millions of customers will find out about the film and be further sensitised to the issue of global warming and climate change.