Our website needed to cut through the clutter of the holiday season with a design and concept that would resonate with customers on a deeper level and provide them with a uniquely Starbucks experience.

Music is a big part of holidays and can have an emotional impact on people. We combined music with charity to have an even bigger impact. We designed and helped produce a CD with exclusive music tracks from (RED)™ artists and distributed it in U.S. and Canada stores this holiday. Street musicians all around the world sang the title track, “All You Need Is Love,” and a charity component introduced the theme of the project. One dollar from every CD distributed went directly to the Global Fund to help fight AIDS in Africa in support of Starbucks partnership with Project (RED)™.

This project, along with our overall holiday promotion, helped generate enough money to buy more than seven million daily doses of medicine for people living with HIV in Africa.