New York - Starbucks' campaign aimed at encouraging people to talk about race relations in the US is the latest example of a big company trying to tie its brands to big social issues.
But the move, which has sparked backlash on social media, also illustrates how those efforts can fall flat if customers don't see a clear correlation between the cause and the company's products.
US workers for the coffee chain that is best known for its Frappuccinos have been told to write "Race Together" on cups. The company also plans to start publishing "conversation guides" on the topic, with questions like "How have your racial views evolved from those of your parents?"