The Ariana Grande #IcedCaramelCloudMacchiato. A simple search on social media for the hashtag turns up a slew of glamourised iced drinks in disposable cups ... and "thank yous" to Ariana and the coffee retailer.
No doubt there is a sponsorship deal. No doubt these will sell like hot cakes. But rather than disposable cups floating on clouds, I think a better version would be the reusable one. There is so much energy being put into trying to generate habit change, but it feels like the mountain gets bigger when celebs are shown celebrating disposable culture. Yesterday's article from Gavin Haynes in the Guardian asked "which celebrities deserve a signature coffee?" My answer is that if we really want to picture to future, celebrities should be taking a stand with not only their signature coffee, but also how it is served. So dear celebrities, please make sure that your visual storytelling supports eco choices - in this case, do not get photographed with a disposable cup! Please be brave, only let your namesake drink be sold in reusable cups. That would change a lot of behaviour!
Some possibilities spring to mind: The Attenborough Earth Day Latte. Available every day (because everyday is Earth Day). Only using shade grown coffee which is grown under a canopy of trees. And ONLY sold in a reusable cup. The DiCaprio Cool Cappuccino. Also only using shade grown coffee which is grown under a canopy of trees. And ONLY sold in a reusable cup. The Emma Thompson Americano (yes we know she is English, but she flew over from the US for the Extinction Rebellion protests). Also only using shade grown coffee which is grown under a canopy of trees. And ONLY sold in a reusable cup. If any celebrities want to get in touch, we are running a trial of the s.mug 'To Go' mug rental service ... changing habits one cup at a time.
Meanwhile, I should probably be telling you about our rental service and how easy the APP is to use. Just feeling really passionate about the power of celebrities and how they influence our habits ....