Starbucks Jumps on the Project Red Bandwagon

I also saw this on the Ad Age website. Starbucks has joined the likes of Gap, Converse, Apple and Hallmark in supporting Project Red. They will be running ads in support of the project produced by their new ad agency BBDO with a theme of "It's more than coffee"

Story excerpt:
The Red promotion begins Thanksgiving Day, and runs through January 2. Via the program, for every Peppermint Mocha Twist, Gingersnap Latte or Espresso Truffle purchased during that period, Starbucks will contribute five cents to the Global Fund to invest in AIDS programs in Africa. On Dec. 1, however, Starbucks will contribute five cents for every "hand-crafted beverage" sold, in honor of World AIDS Day.

My question: Is Starbucks just doing this in an effort to prop up their lagging sales over this crucial holiday season? They have a lot of mall stores and people will be out shopping in December. Tying themselves to a strong cause like Project Red is a great way to increase sales by convincing people that supporting Starbucks is a great way to make a difference. Will people support it though or see it as a pathetic attempt considering how maligned they have been in the news as of late.