Starbucks celebrates kindness and community with Peanuts partnership

Starbucks has partnered with Peanuts to unveil a global brand partnership that celebrates kindness, coffee, and community. Starting 27 March, Starbucks stores in Asia Pacific will introduce an exclusive line of Peanuts-inspired merchandise and beverages, featuring the Peanuts gang, as well as the Snoopy persona, Joe Kind Snoopy, available exclusively at Starbucks.

Inspired by the Peanuts’ core of community and kindness and Starbucks commitment to making a positive impact in communities it serves; the collaboration celebrates the belief that even the smallest acts of goodwill can have a profound impact on people's lives. Joe Kind Snoopy encourages people to connect through the simple, everyday acts of kindness, which resonates well with Starbucks' vision.

Featuring three comforting beverages capped with a Joe Kind Snoopy chocolate topper, and a limited-edition merchandise collection, the collaboration honours the simple joys of connection. Inspired by Snoopy’s black and white hues, the collection features the Joe Kind Snoopy Frappuccino, the Joe Kind Snoopy Latte and Joe Kind Snoopy Iced Latte, reminding consumers that small gestures—such as sharing a cup of coffee—can brighten someone’s day.

Bringing together the beloved nostalgia of Peanuts with the warmth of Starbucks, the merchandise collection sparks moments of joy and warmth, transforming everyday essentials into gentle nudges to spread kindness.

Whether it's Snoopy listening attentively to Woodstock or delivering a cup of joy to Charlie Brown, each piece – from reusable cups and tumblers to tote bags, keychains and Starbucks Cards – captures a tender moment between the Peanuts gang and Joe Kind Snoopy, highlighting how simple gestures can foster lasting connections.

The Peanuts-inspired merchandise collection is available in 13 markets, including Australia, Brunei, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Korea, Taiwan, Thailand and Vietnam, while supplies last. Peanuts-inspired beverages are available in eight markets, specifically Australia, Korea, New Zealand, Philippines, Singapore, Taiwan, Thailand and Vietnam. Physical Starbucks cards will be available in Hong Kong, Korea, Malaysia, Singapore, Taiwan, Thailand, and Vietnam. 

In a conversation with MARKETING-INTERACTIVE, Gladys Chan, director, product and marketing, Starbucks Asia Pacific, said this campaign speaks to everyone who believes the world needs more kindness, community and joy. "We believe that many Peanuts fans and Starbucks customers will resonate with these themes and appreciate the messages the campaign communicates."

While the value of the partnership investment is not revealed, the campaign aims to highlight the celebration of kindness and community that this collaboration represents for Starbucks' target audience. "With nearly 5,500 participating stores across the Asia Pacific region, this partnership aims to inspire both partners and customers to embrace kindness on a global scale. Through in-store activations and digital channels, we hope to create meaningful shared experiences during the global month of good."

The partnership will roll out across the Starbucks Rewards app, Instagram, TikTok, Facebook and in-store displays to encourage Peanuts fans and customers to celebrate and engage in little acts of kindness, she added.

Starbucks has also curated a Spotify playlist featuring classic Peanuts tracks and uplifting songs that celebrate community and connection, inviting customers to embrace moments of goodwill and joyful spirit.

Starbucks customers in Asia Pacific can experience this heartwarming lineup of Peanuts-inspired beverages and merchandise, featuring Joe Kind Snoopy, for a limited time while supplies last. Customers inspired by Joe Kind Snoopy can join the kindness movement on social media with #GlobalMonthofGood.

In terms of ROI measurement, Chan said Starbucks will be measuring the success of the partnership through a combination of business metrics and campaign KPIs, including sales, engagement rates and reach. "As this partnership coincides with our annual global month of good, we will also track community effectiveness through collaboration with charity partners, beneficiaries served, projects completion and community feedback."

Available throughout April, the partnership will coincide with Starbucks annual global month of good, a time-honoured tradition spanning over 15 years in which partners around the world collectively dedicate time to volunteering alongside local non-profit organisations.

With nearly 63,000 partners across the Asia Pacific region, Starbucks is set to spread kindness in the communities they serve through various initiatives from youth empowerment to mentoring and upskilling programmes. Building on Starbucks commitment to hunger relief, the company will also donate 100 meals to local beneficiaries via The Global FoodBanking Network for every hour that partners volunteer with eligible non-profits supporting hunger relief, food waste reduction or food rescue in April.

“As we enter the 75th Anniversary year for Peanuts, we’re excited about this phenomenal campaign with Starbucks across the globe,” said Lisa Silverman Meyers, senior VP, international, Peanuts Worldwide. “We love that this programme began from a place of community and kindness, which has been so core to the Peanuts story since the first strip.”

“This collaboration is a celebration of Starbucks and Peanuts shared values: a commitment to kindness, positively impacting communities and creating moments of connection,” said Gladys Chan, director, product and marketing, Starbucks Asia Pacific. “As a global brand, we are uniquely positioned to use our scale for good to spread messages of kindness and create meaningful impact through our global month of good initiatives. We are honoured to have Joe Kind Snoopy be the star of this partnership, inspiring acts of kindness around the region."

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