Barista, CNN make connection over hot coffee

MUMBAI: Coffee chain Barista and CNN recently tied up for an SMS contest - Make the connection over hot coffee - in association with The interactive promotion was undertaken by CNN who wanted to target Barista's consumers.



A lot can happen over coffee!

Speaking about the contest and the tie up with CNN, Barista Coffee Company Limited head (marketing and strategy) Brotin Banerjee said, "CNN contacted Barista as they were interested in doing an interactive promotion with their target consumers. They felt Barista consumers were their target audience and a co-promotion with us could bring them added viewership and interaction possibilities with their core set of consumers."

Barista on its part felt that CNN was a brand in which their consumers would show a keen interest as there was a large brand fit. "With such a large consumer footfall taking place in the various outlets, partners are interested in co-promoting their products within our outlets to win over such an attractive segment of people," added Banerjee.

Through this SMS contest, people can SMS CNN to 8558 and win newsworthy CNN merchandise in the form of a desk set, flashlight, T-Shirt, desk clock, pen or a "Your World Today" Post-it pack from CNN.

Refusing to elaborate on the financial terms of the deal between CNN and Barista, Banerjee however, said, "We do not discuss financials, however it is important to note that we do activities more out of adding value in terms of excitement, interest and gratification, to our consumers than solely based on financials. More importantly there needs to be a brand fit between the two partners, one important criterion being brands that enjoy mass – class status."

Other companies and products that Barista has tied up with are MTV, Lee, Whirlpool, Kotak, Ponds Femina Miss India, National Geographic Channel, Channel [V], Star World, Elle and Canon. Banerjee elaborated, "We have worked with these brands for various promotions covering various aspects of promotions and benefits, for example: mention on media, instant gratification for our consumers, merchandise sales, special offer for Barista consumers and the likes."

Talking about how the contest with CNN has helped the coffee major, Banerjee said, "This contest has helped generate consumer buzz and visibility for CNN as they are offering goods to be won on SMSing their response to a specific number. For us it is a special deal exclusive for our consumers where they get rewarded for their continued patronage of the Barista Brand."

The coffee major is always on the lookout for exciting and innovative methods to add to the consumer excitement and interest. Said Banerjee, "This tie up reinforces the same fact as well as an association between two premium brands and the inherent rub offs of each other's strengths. Also as we are an experiential brand and in the business of spreading the ‘joy of coffee’, such promotions help us reinforce that position too."

The saying - 'A lot can happen over coffee' sure rings true in this case.

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