Starbucks Have Been Thinking Big

(and many other brands, too. Here's how)

March 30, 2025

What if buying coffee could fight disease?
What if running could clean the ocean?
What if tying your shoes could save lives?

The biggest brands don’t just sell products. They start movements.

They turn everyday habits into something bigger.

Adidas made running a way to fight ocean pollution.
Starbucks turned a simple coffee cup into a global tradition of giving.
Nike made shoelaces a symbol of change.

The best part is that people didn’t feel like they were donating.

They felt like they were part of something huge.

Here are the top 5 campaigns contributing to seeing a change in the world.

1. Adidas - Run for the Oceans

  • Campaign Name: Run for the Oceans

  • Campaign Dates: Annually since 2017

  • Industry: Sportswear & Sustainability

  • Target Audience: Runners, fitness enthusiasts, eco-conscious consumers

Adidas wanted to raise awareness about plastic waste in the ocean and get people involved actively. Instead of just donating money, they turned running into a movement.

The goal was to make people feel connected to the problem and empowered to take action. Every mile people covered contributed to ocean cleanup.

To make this happen, Adidas partnered with an environmental organization focused on protecting marine life, Parley for the Oceans. They launched a global running challenge, and participants recorded their miles on the Runtastic app.

For every kilometer run, Adidas donated money toward cleaning plastic from beaches and oceans. They promoted the campaign through social media, fitness influencers, and Adidas retail stores to get more people involved.

They also introduced sneakers made from recycled ocean plastic, making it even more impactful. That also gave customers a way to support the cause beyond running.

2. Starbucks - Red Cup Campaign

  • Campaign Name: Red Cup Campaign

  • Campaign Dates: Holiday season, annually since 2008

  • Industry: Coffee & Retail

  • Target Audience: Coffee lovers, socially conscious consumers

Starbucks wanted to connect the holiday season with social impact. They introduced red holiday cups and turned them into symbols of giving back.

For every drink sold in a red cup, Starbucks donated money to the Global Fund to help fight AIDS, particularly in Africa. The campaign encouraged customers to contribute to a global cause through daily coffee purchases.

To implement it, Starbucks partnered with (RED), a nonprofit dedicated to fighting AIDS.

They rolled out the red cups across stores worldwide and launched a social media campaign asking people to share their red cup moments.

In addition to donations, Starbucks also sold special (RED)-branded products, with a portion of the sales going toward AIDS relief programs.

Their in-store signage, barista engagement, and influencer partnerships helped build excitement around the campaign and made it a highly anticipated annual tradition.

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3. Nike - Lace Up and Save Lives

  • Campaign Name: Lace Up and Save Lives

  • Campaign Dates: Launched in 2009

  • Industry: Sportswear & Philanthropy

  • Target Audience: Athletes, fitness enthusiasts, socially conscious shoppers

Nike wanted to turn a simple fashion statement into a force for good.

They designed red shoelaces and used them to let customers show their support for the fight against HIV/AIDS in Africa. The message was clear: wearing red laces meant actively contributing to the fight against HIV/AIDS.

Every purchase of the laces helped the brand provide funding for testing, medication, and education about the disease. To make this happen, Nike partnered with (RED) and recruited top athletes to promote the campaign.

Athletes wore the red laces during major sports events to create a buzz. Nike also featured the campaign across its stores, website, and social media channels.

4. Coca-Cola - World Without Waste

  • Campaign Name: World Without Waste

  • Campaign Dates: Ongoing since 2018

  • Industry: Beverage & Sustainability

  • Target Audience: Eco-conscious consumers, sustainability advocates

Coca-Cola wanted to address the growing plastic waste problem by collecting and recycling the equivalent of every bottle it sells by 2030. Instead of just reducing waste at the company level, they encouraged people to be a part of the solution.

To spread the campaign, Coca-Cola launched large-scale awareness campaigns and highlighted the importance of recycling.

They introduced new packaging made from recycled materials and set up collection programs in partnership with local governments and NGOs.

In some regions, Coca-Cola also incentivized those who returned empty bottles. Through TV ads, social media, and in-store promotions, they educated people on the environmental impact of plastic waste and the role they could play in reducing it.

5. Uber - #UberGIVING

  • Campaign Name: #UberGIVING

  • Campaign Dates: Various occasions since 2015

  • Industry: Ride-sharing & Social Impact

  • Target Audience: Uber riders, social impact supporters

Uber wanted to use its vast ride-sharing network to give back to needy communities.

Instead of just making monetary donations, they engaged their customers by turning every ride into an opportunity to help. For every ride taken on a special day, Uber donated essentials like food, clothes, or school supplies to those in need.

They also ran the campaign in different countries and each time partnered with local charities to address pressing issues. The company sent app notifications and emails to riders to tell them their trips would contribute to a cause.

In some cases, Uber allowed users to request a car to pick up donated items, such as winter coats for the homeless. They used social media, influencers, and local news to spread the word and encourage participation.

Step Up for Change

  • Objective: Turn an everyday action into a social movement while boosting brand awareness.

For every 10,000 steps logged by users, your brand donates $1 to a chosen charity (e.g., environmental cleanup, children’s education, or animal shelters).

The campaign makes people feel good about their daily walks while associating your brand with a meaningful cause.

Execution Plan

  1. Create a landing page: Explain the mission, show the impact, and make it easy for people to join.

  2. Partner with a fitness app: Use a step-tracking app (like Strava, Fitbit, or Google Fit) to automatically track steps.

  3. Use social media: Encourage users to share their progress with a hashtag (#StepUpForChange). Feature top participants weekly.

  4. Gamify participation: Offer leaderboards, milestone badges, and exclusive discounts for top participants.

  5. Email + SMS drip campaign: Send reminders, progress updates, and inspiring stories to keep engagement high.

  6. Influencer/brand partnerships: Partner with fitness influencers or relevant brands to amplify reach.

  7. Press & PR: Pitch the campaign to local and niche media to gain earned media coverage.

Why Does This Work?

  • Easy to join: People already walk daily, so no extra effort is required.

  • Feel-good factor: Participants create real impact with their everyday actions.

  • Virality potential: Social sharing and gamification make it fun and competitive.

  • Brand trust & awareness: Associating your brand with a cause strengthens its reputation.

Pro Tip: If you don’t want to donate money, offer product-based rewards (e.g., free trials, discounts, or exclusive perks) for milestone completions.

Conclusion

Big brands create movements, not just sell products.

They take everyday actions, add a purpose, and invite people to be part of something bigger. You don’t need a massive budget to do the same.

Start with a simple idea that ties into your brand, make it easy for people to join, and add a cause that sparks emotion. Then, use social media, email, and partnerships to amplify it.

The best marketing feels like a mission. Now, it’s your turn to create one.