A seemingly innocuous Starbucks Twitter campaign in the UK 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 has made headlines in the UK recently when it was disclosed that the company paid just £8.5 million ($13.8 million) in taxes in Britain, despite sales of £3 billion ($4.9 billion). Though many fans offered their heartfelt suggestions on how to spread cheer, others referenced the tax issue.
I like buying coffee that tastes nice from a shop that pays tax. So I avoid @starbucks #spreadthecheer—…
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