Starbucks Finds CSR Silver Lining In Box Office Failure Of Arctic Tale

August 29, 2007

Email this story Print this post Add your comments

Arctic Tale, a Paramount Classics documentary co-financed by National Geographic Films, has only grossed roughly $600,000 domestically since its release July 25, The LA Times reports.

Starbucks signed on to promote the film with special in-store signs, cup holders and other tie-ins, in exchange for a portion of the film’s earnings. On August 15, Starbucks hosted what it called a “National Day of Discussion: Solutions to Climate Change” at coffeehouses in more than 60 U.S. cities.

Even though the film didn’t succeed at the box office, the company is pointing to a successful corporate social responsibility campaign.

“Our measurement of success was not the box office,” said Ken Lombard, president of Starbucks Entertainment. “Our measurement of success was to do as much as we could to encourage discussion around the critical issue of today - global warming.”

“I’m sure that’s the sort of thing that Starbucks shareholders want to hear,” Ken Wheaton writes in an AdAge editorial. “‘We don’t measure success in stupid old dollars. We’re more interested in conversation.’”

Email this story Print this post Add your comments

Advertisers

Stay competitive through sustainability.

Find out how at the SAP Sustainability Resource Center. >>

Unclear about the EPA's new GHG Rule?

Learn how it could affect your business. >>

EPA mandatory emissions reporting starts Jan 1st

CSA Standards can help your organization get ready for compliance. Find out how. >>

Best Practices: Product Environmental Compliance

How to achieve compliance at a significantly lower cost. Download the full report. >>

Join the Discussion

Reader Comments

BWAAHHH HA HA HA HAAAAA!!! Ya gotta love it when ‘greenwashing’ backfires!

I’m SO SURE it was all about the altruism, Mr. Lombard. So sure.

Cheri Lawson | August 29th, 2007

Recent Daily News [ see all ]

11/20/2009
11/19/2009
11/18/2009

Charts [ see all ]

European Paper Industry Cuts CO2 Emissions by 42% since 1990

S. America Takes Most Urgent View of Copenhagen Talks

Nike Tops Annual Climate Action Scores

Oceans May Trap more Carbon than Forests

Jobs

View All Jobs >> Post a Job >>

Comments and Discussions

Trade Association on Trade Group on EPA Chemical Regs: ‘If Everything is a Priority, Then Nothing is a Priority’
"Seriously… that..."

Gary Markowitz on Supermarkets Tackle Emissions Reductions, Fuel Efficiency
"Supermarkets waste over 10 percent of their energy through improper..."

peter in ireland on Ontario May Follow California’s Lead on TV Energy Efficiency
"Governor Schwarzenegger is shooting himself in the foot! 1...."

Environmental Leader on S. America Takes Most Urgent View of Copenhagen Talks
"The survey respondents (the PDF report mentions 4,000 respondents in 38..."

Jake on UPS Trying New Hydraulic Hybrid Trucks
"A point of clarification: the Reuters press release referenced herein reports that 20 UPS will purchase..."

Custom Organic Shirts on S. America Takes Most Urgent View of Copenhagen Talks
"90% of North Americans believe it is urgent to get a global climate..."

peter dublin on California City’s Green Building Ordinance Applies to Commercial Buildings
"Why energy efficiebnt regulation on buildings –..."

Environmental Leader