Starbucks recently released a heartfelt commercial in India that has sparked significant discussion,
both for its inclusive message and the backlash it has received. The ad, which features a father grappling
with the emotional journey of accepting his transgender daughter’s identity, aimed to promote
inclusivity and individuality. However, it has also drawn criticism from some quarters,
reminiscent of the controversies faced by Bud Light earlier this year in their approach to socially charged marketing campaigns.
The advertisement tells a touching story of a father meeting his transgender daughter
at a Starbucks café. The narrative focuses on the father’s struggle to accept his daughter’s
transition. In a symbolic and emotional moment, the father orders a beverage using her
chosen name, “Arpita,” instead of her birth name, “Arpit.” This simple gesture is portrayed as a turning point, symbolizing love and acceptance.
Starbucks India shared the campaign on social media with the message:
“Your name is a reflection of your true self, whether it’s Arpit or Arpita.
At Starbucks, we celebrate and embrace your individuality, because being genuine is of
utmost importance to us. #ItStartsWithYourName.”
The ad resonated deeply with many viewers, who praised its inclusivity and its focus
on LGBTQ+ acceptance. However, it also ignited controversy, with critics accusing Starbucks of taking
a “woke” stance that alienates traditional values.
The backlash to Starbucks’ ad bears a striking resemblance to the controversy Bud Light
faced earlier this year when it partnered with a transgender influencer as part of its marketing campaign.
That move sparked boycotts and accusations of pandering, resulting in a significant
dip in sales and damage to the brand’s reputation among a segment of its consumer base.
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