ZUS Coffee has unveiled Palestine-themed coffee sleeves alongside a new donation feature in their app to support Gaza. Creative Director Shafiqah Othman emphasized that the initiative is a gesture of solidarity, not a “buy and donate” campaign.
Customers can add RM1, RM5, or RM10 donations to their orders, with all proceeds going to Tabung Gaza, managed by MAPIM.
The response to the #WakeUpForGaza campaign is mixed, with 55% positive and 45% negative feedback, according to DATAXET. Supporters praise the initiative, while critics question its sincerity and relevance, especially with national holidays approaching. Some also prefer ZUS Coffee over Starbucks, citing differences in social responsibility.
CARMA’s analysis shows a shift in brand sentiment, with new keywords like ‘compassion’ and ‘donation’ replacing previous ones. This comes after a dip in sentiment following ZUS Coffee’s controversial partnership with adidas earlier this year.