In the dawn of the social media revolution, even the biggest brands have adapted their marketing strategies to compel customers to join virtual debates.

In a joint campaign with USA Today, Starbucks is initiating discussions on the topic of race. The campaign seems to have high hopes, with Bruce Horovitz, a reporter for USA Today, writing: “Starbucks, in partnership with USA TODAY, is about to tackle the issue of race in America.”

On Starbucks’ part, baristas at over 12,000 locations have been supplied with coffee cups with the slogan “race together” written on them. Starbucks employees are also being encouraged to “spark customer conversation on the topic of race.”

But, is the brand trying too hard to be politically correct? Many twitter users have already expressed their frustration with the campaign.

Despite the initial wave of negative feedback from customers, Howard Schultz, Starbucks’ CEO, seems to still be optimistic about the venture. In a video distributed to his employees across the country, Schultz says: “If a customer asks you what this is, try to engage in a discussion that we have problems in this country in regards to race. We believe that we are better than this, and we believe that our country is better than this.”