Starbucks is encouraging its customers to buy more and get rewarded for things they purchase. Every time you visit Starbucks chain and use a registered card, you get 1 star. Collecting the stars, the consumers heighten their level and receive more and more benefits.
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Nestlé’s Nescafé is greatly worried about the current situation in their coffee sector of the market, which was caused by Starbucks’s launching its VIA instant coffee varieties. It the 90-ies the brewing coffee-chain won over Nescafé, but now it is following its main rival’s steps and nearly copying its image. The new policy of the green-label brand has risen righteous indignation of the old instant coffee maker, and it launched a website to show consumers the difference.
Starbucks is continuing to promote its (RED)™ campaign and partners with the Polyvore.com community, which is now helping to involve more people in the movement. The aim is to raise as much money as possible for Global Fund-financed AIDS programs. Now users can create beautiful artistic sets featuring (STARBUCKS)RED items and win (STARBUCKS)RED cards.