Starbucks will help promote Arctic Tale
Starbucks will once again dive into movie marketing, this time for Arctic Tale, a movie dealing with global warming’s impact on arctic animals, reports Reuters.
In-store signage will make up the majority of the effort but Starbucks will also sponsor a “national day of discussion” on global warming featuring environmental experts making in-store presentations in major markets. Starbucks did not reveal financial details of the promotional deal with Paramount Vantage, the movie’s distributing studio.
The coffee chain seems to be actively rebelling against a mandate from
its founder and CEO to re-focus on selling coffee with this and other
moves. This is the second time that Starbucks has actively marketed a new release, the first in a wide-ranging promotion for Akeelah and the Bee. For that effort stores, cups and coasters were all branded with the movie’s logo or focused on word spelling.
This is also the second time Starbucks has, in some capacity, helped to promote an arctic-set film with environmental themes. While it wasn’t a full promotional partnership the coffee chain did sell DVD copies of the animated film Happy Feet in stores for a while.
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