When tensions in the Middle East escalated in late 2023, brands like Starbucks suddenly found themselves caught in the crossfire. What started as a geopolitical conflict quickly spilled over into consumer behavior — and within days, a political boycott turned into a brand crisis.
“I’ve dealt with a lot of challenges in marketing,” says Olena Lemeshko, who at the time was Vice President Marketing, Product & Digital at Starbucks MENA. “But this one felt different. It was personal, emotional, and fast. We didn’t have the luxury of time or detachment.”
Today, Olena leads the Middle East practice at ROOTS Brand Strategy Consultants. But the decisions she and her team made back then still shape how she thinks about marketing in volatile environments — and about what it takes to stay relevant when silence, visibility, and every word carry risk.
When Even Saying Nothing Feels Loud
The backlash hit fast. Social media turned into hostile territory almost overnight. Even routine posts — a product launch, a store moment — triggered thousands of angry reactions.
“We asked ourselves: do we go silent?” says Olena. “A lot of brands did. But that didn’t feel right either.”
Going quiet might have seemed like the safe option. But it also meant cutting off loyal customers who still showed up. And in a space like the Middle East, where Starbucks had built deep emotional ties, that silence could be misread as absence — or worse, indifference.
“We realised: silence doesn’t mean neutrality. It can feel like you’ve disappeared — and in a crisis, that’s dangerous.
Zooming Out — and Looking at Behavior
Instead of reacting emotionally, the team chose to look at real-world behavior. They turned to the data — geolocation, foot traffic, purchasing patterns — and started to see a more nuanced picture.
Not everyone was boycotting. In fact, the market had started to segment itself into three groups:
- Loyalists: still visiting Starbucks, despite the storm
- Neutrals: continuing to shop with other American brands like McDonald’s or KFC
- Rejecters: actively avoiding all U.S.-origin brands since the escalation
“This was the breakthrough,” says Olena. “We didn’t have to win everyone back. We had to be relevant to the people who were still willing to engage.”
That mindset shift — from broadcasting to selective connection — changed everything.
100 Messages for 100 Micro-Moments
The strategy that followed was simple in theory, but complex in execution: Don’t speak louder — speak smarter.
The team created over 100 different message variations, tailored to specific micro-segments. Every piece of communication was aligned to behavior, interest, timing, and location.
- Deal-seekers got relevant offers
- Coffee lovers got content about beans and brewing
- Curious consumers got innovation updates
- And the Rejecters? They received nothing at all
“We made a clear decision: no engagement with active boycotters,” Olena says. “Not to hide — but to respect boundaries. If someone doesn’t want to hear from you, don’t force it.”
Messages were also geofenced — so if someone was near a Starbucks or even a competitor café, they’d receive a timely, relevant nudge. “It wasn’t loud. It wasn’t flashy. It was: ‘Hey, we’re still here — if you are, too.’”
Leading with Calm — and Clarity
Internally, it was a high-pressure situation. The team met daily, adapted constantly, and made decisions quickly — without panic.
“I remember telling the team: our job isn’t to fix the world. It’s to stay steady, listen carefully, and act with integrity,” says Olena. “That gave everyone focus.”
One of the most helpful moves was to define clear communication guardrails early on. Who do we talk to? When? About what? With those decisions in place, the execution became more confident — and less reactive.
The Results: Growth, Loyalty, and Stability
Against all odds, the strategy worked. Among Loyalists and Neutrals, Starbucks saw double-digit sales growth — even in the middle of a boycott. “That moment taught us: you don’t need to be everywhere to stay strong. You just need to be somewhere that matters — to someone who’s still listening.” It also showed how much a brand presence can be felt — even quietly. Not through noise, but through timing, relevance, and trust.
What Other Brands Can Take Away
Looking back, Olena sees three core lessons for marketing in complex, emotionally charged environments:
1. Don’t guess. Look at behavior.
Real-time data helped Starbucks act based on reality — not headlines or assumptions.
2. Precision protects your brand.
In crisis moments, one wrong message can backfire. Micro-targeting allows for relevance without risk.
3. Engagement is a responsibility — not a reflex.
Not saying anything can feel safe. But thoughtful engagement, with the right people, can build loyalty when it matters most.
Making Brands Resilient in a Volatile World
What Starbucks faced in 2023 may have been extreme — but it’s not unique. The world is getting more complex, and brands need to navigate cultural sensitivity, political tension, and digital volatility with more clarity than ever. “Marketing today is more than campaigns,” says Olena. “It’s real-time diplomacy. Reputation management. And above all: being human in moments that feel anything but.”
At ROOTS, we help brands do just that.
We build strategies that make your marketing more effective, more resilient — and more relevant. Especially when it matters most.
Let’s talk.
