SToK Cold Brew begins Movember campaign
Coffee company SToK Cold Brew has begun a marketing campaign tied to the annual Movember fundraising initiative for men’s mental health. The initiative called “Stok’ing a Conversation,” is intended to destigmatize the issue by encouraging consumers to share their personal stories of mental health issues at <https://movember.com/t/stokbrew> and via social media. The effort includes the participation of fashion entrepreneur and comedian Trey Richards, and chef Sean MacDonald. The pair will appear in a series of online videos and social media content through the month of November. SToK Canada will also donate $15,000 of its proceeds from November product sales to Movember and encourage its employees to participate in fundraising activities. During the promotion, bottles of SToK Cold Brew will include a detachable moustache.
“At Stok Cold Brew Canada we are passionate about celebrating the voices of our consumer and so to be able to shine a spotlight on important topics and issues impacting our communities this became an important step in that strategy,” said Fiona O’Brien, director of marketing at the company. “Our partnership with Movember is just one example of how we are leveraging our business as a source of good to help the charity drive added impact in Canada. By working with Trey Richards and Sean MacDonald, we hope to spark a meaningful conversation surrounding men’s mental health to inspire men to open up and also take a moment to check-in with a friend. Our SToK Canada teams can’t wait to join us in driving awareness and donations for the cause and we hope other Canadians will be just as inspired to do so.”