In his Election Day victory speech, Barack Obama sent out a nationwide call to service. Starbucks decided it was the perfect opportunity to demonstrate “You & Starbucks. It’s bigger than coffee.” We used the construct of “you do something, Starbucks does something.” If you pledged five volunteer hours, Starbucks gave you a free tall brewed coffee. Our “Volunteer” ad, with upbeat music and animation, presented a vision of what good we could accomplish if we all worked together. By inciting a grassroots volunteer movement, Starbucks demonstrated how its relationship with its customers is bigger than coffee.