2011 Big Apple Award Winner

Starbucks Coffee Company, Edelman

When someone replaces one paper cup with a reusable mug, the action saves seven trees each year. Now consider the 4 billion cups used by Starbucks customers annually and their impact.  In a continuing effort to reduce its environmental impact, Starbucks saw this as a powerful way to engage consumers and stakeholders to spark change and enhance Starbucks environmental leadership position.  During April 2010, dubbed “Earth Month,” the Edelman New York team, as part of the greater international account team, executed a multiphased integrated communications campaign focused on five milestones that underscored Starbucks commitment to environmental responsibility and customer experience