From Coffee to Content
Seems like Starbucks is making more than coffee these days. The coffee giant’s CEO, Howard Schultz, has collaborated with his SVP Rajiv Chandrasekaran to write and produce Upstanders – an inspiring 10-part original content series. Upstanders are ordinary people doing extraordinary things to effect positive change. Using a journalistic process to identify compelling, authentic and inspiring stories, Starbucks has raised the bar for branded content. Each story comes in 3 formats – written, video and podcast – and focuses on ordinary people doing positive things.