Starbucks’ Twitter Hashtag Campaign Becomes Forum for Brand Bashing

A seemingly innocuous Twitter campaign from Starbucks in the U.K. backfired on the coffee giant when critics used the #SpreadTheCheer hashtag to bash the brand. To compound the embarrassment, the tweets were displayed live at the Natural History Museum in London over the weekend. Starbucks made headlines in the U.K. recently when it was disclosed that the company paid just £8.5 million ($13.8 million) in taxes in Britain, despite sales of £8.5 billion ($4.9 billion). Though many fans offered their heartfelt suggestions on how to spread cheer, others referenced the tax issue.

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