Starbucks branches out into video, brunch

The brand is making headlines this week for a slew of reasons. Here’s the scoop—and what direction the popular coffee chain appears to be taking.

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It’s been a very busy week for marketeering managers at Starbucks.

The coffee chain launched a new content marketing vehicle and its CEO weighed in on the presidential election. The brand also announced a menu expansion.

Upstanders” is Starbucks’ first foray into video content. It’s available online and through the company’s app, which Starbucks reps say has been downloaded on 20 million mobile devices in the U.S.

Here’s how managers described the series:

Upstanders is an original collection of short stories, films and podcasts sharing the experiences of Upstanders – ordinary people doing extraordinary things to create positive change in their communities. Produced by Howard Schultz and Rajiv Chandrasekaran, the Upstanders series helps inspire us to be better citizens.

Here’s the trailer:

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