Starbucks Brazil celebrates LGBTQIAP+ Community with Pride Frappuccino® Blended Beverage

• The celebratory beverage will be available from June 9 to June 11 as part of Starbucks Brazil’s Pride campaign, which continues throughout the month with special products available in stores across the market.

• Starbucks Brazil’s net profit of Pride Frappuccino® sales will be donated to local nonprofit organizations supporting the LGBTQIAP+ community.

São Paulo – To celebrate Pride Month, Starbucks Brazil, operated by licensed retail operator SouthRock, today announced the return of its limited-edition Pride Frappuccino® Blended Beverage to all its stores in the market. To further support the LGBTQIAP+ community, net profit of Pride Frappuccino® sales between June 9 and June 11 will be donated to nonprofit organizations, including Casa 1 and Casa Florescer in São Paulo, Grupo Arco-Íris de Consciência Homossexual in Rio de Janeiro, Casa Rosa in Brasília, Grupo Dignidade in Curitiba and Somos in Porto Alegre.

This year’s Pride Frappuccino® Blended Beverage recipe is Fall season’s Starbucks® Cinnamon Toffee Frappuccino® Blended Beverage, which combines the subtlety of cinnamon with white mocha sauce and toffee nut syrup. The Pride Frappuccino® Blended Beverage launch coincides with the date of the largest LGBT+ Pride Parade in the world, which takes place in São Paulo. The beverage is available throughout the month of June in all stores across Brazil, starting at R$ 20 or the redemption of 70 Starbucks Rewards® Stars.

"From the beginning, Starbucks set out to be a different kind of company; one that not only celebrates coffee and its rich tradition, but also nourishes connection between people. In our stores, we value the creation of an inclusive and judgment-free space where everyone can be themselves," said Claudia Malaguerra, managing director of Starbucks Brazil. "In Brazil, since 2018, we are proud to have supported local organizations and their LGBTQIAP+ inclusion projects by donating the proceeds from sales of dedicated products, including the Pride Frappuccino® Blended Beverage, to the LGBTQIAP+ community.”

In addition to the Pride Frappuccino® Blended Beverage, Starbucks Brazil's Pride campaign will feature the Rainbow Cake - a delicious treat with six layers of vanilla batter representing the colors of the rainbow, filled with white ganache and covered in dark chocolate. This festive cake is available for purchase in individual slices throughout June starting at $19.90 or the redemption of 70 Starbucks Rewards® Stars.

Reinforcing its support for the LGBTQIAP+ community, Starbucks stores in Brazil will proudly welcome customers by hanging up the rainbow flag. Selected stores* will also sell a commemorative Pride tumbler, available for purchase for R$ 125.00 or the redemption of 300 Starbucks Rewards® Stars. In addition, SouthRock, will provide a special space for partners (employees) to enjoy the São Paulo Pride Parade.

Starbucks Pride campaign menu items and merch will be available in Starbucks stores across the market for a limited time, while supplies last, and can also be purchased through the Starbucks Brazil app.

Starbucks Rewards® members receive one Star for every R$3.50 spent on products to collect and exchange for in-store items, including seasonal menu items. Orders can be made and beverages customized using the Starbucks Brazil app.

SUPPORT FOR THE TRANSGENDER COMMUNITY

In all Starbucks stores across the market, customers who order a beverage will have their name written on their cup, whatever it is, without question. This action inspired the launch of the "I Am" project in January 2020, in support of Brazil’s National Trans Visibility Day.

Created by VMLY&R for Starbucks Brazil, the project offers free legal and emotional well-being support to transgender partners (employees) who wish to legally change their name and gender on their birth certificates. Since its start, the project has transformed the lives of over 100 people in Brazil, between partners and members of NGOs supported by Starbucks Brazil. With the permission of all program participants, the brand documented the life-changing journey to provide the public with a view of the significant impact the “I Am” initiative has on its participants. The project won the Grand Prix at the Cannes Lions Festival in 2021 – the largest and most prestigious advertising festival in the world - and was awarded gold in two categories of the Effie Awards, a marketing and advertising award held by the American Marketing Association, as well as other industry awards.

As an extension of the "I Am" project, in 2022, SouthRock led a second initiative focused on employability, as the transgender community historically has fewer opportunities in Brazil’s labor market. The action, titled "I Am Working," included hosted job interviews and a training program developed exclusively for members of the trans community interested in positions at Starbucks and other brands operated by SouthRock in Brazil.

The first round of the job interviews took place in April 2022 in São Paulo, at the Starbucks store on Rua Haddock Lobo, which proudly displayed the transgender flag to welcome candidates. Also award-winning, the "I am Working" initiative won bronze at Cannes Lions 2022.