It seems that British consumers are beset by the blues at this time of year. Last January, we wrote about a commercial from The Sun newspaper in which a young girl declares that “January sucks” and suggests that we “kick January where there ain’t no sun.” Now Heat, which uses the tagline “Heat makes you happy,” is telling readers that the magazine is “turning the most depressing month of the year into the happiest.”
The effort is focused around a lighthearted petition to David Cameron to create a public holiday on the third Monday in January and call it Blue Monday. A holiday would help counteract the “recipe for national misery” that comes with bleak weather and the financial fallout of the holiday season. On this year’s “Blue Monday,” the brand will attempt to cheer up consumers with a “kitten cam,” a live stream from a pet shelter (viewers will be able to adopt an animal too). Hey, you can’t go wrong with kittens at any time of year, especially during one of the lowest points for consumer mood.
Photo Credit: Heat
Starbucks has a track record of addressing social and political issues causing consternation among consumers, from its progressive stance on gun control and smoking to supporting and leading job creation initiatives. With Americans anxious about the government shutdown, Starbucks created a petition to Congress—asking it to reopen the government, pay U.S. debts on time to avoid another crisis, and pass a long-term budget deal by the end of the year—and provided it in U.S. stores from Oct. 11–13 for employees or customers to sign. This was accompanied by full-page ads in newspapers such as The New York Times and The Washington Post, and appeared on the NASDAQ MarketSite Tower in Times Square.
Starbucks announced yesterday that the signatures were approaching 2 million as they continued to tally the total. Starbucks’ Facebook post about the petition earned nearly 190,000 likes, and an Instagram video of CEO Howard Schultz signing the petition collected more than 30,000 likes. Today, the company plans to deliver the collected petitions to Congress and President Obama.
Using its scale, Starbucks provided customers with an actionable outlet as they watched the government approach an unprecedented default. The initiative provided strength in numbers for many who were unlikely to take action as a lone voice.