After the poorly conceived and recently defunct “Race Together” project, Starbucks has decided to roll out a new ad campaign, this time focusing on confronting our most deeply held biases and prejudices.
The new campaign, “Racists Together,” calls for customers to reveal their most uncomfortable, secret cultural biases in order to “start a dialogue about the darkest parts of our social landscape.”
“We’ve really just decided to go balls out with the awkwardness,” said Starbucks CEO Howard Schultz. “I think that the reason ‘Race Together’ failed was because it wasn’t uncomfortable enough. I’m looking to really get into the dark parts of people’s minds.”
Starting on Monday and lasting until they inevitably realize their mistake, the program will require customers to earn their coffee by confronting the deep-seated prejudices that lurk in their minds.
After discussing their prejudices with their barista, the customer’s hangup will be written on their cup instead of their name. This will help somehow.
The campaign is projected to go roughly—to the surprise of no one.