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A
lot can happen over coffee!
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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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