In the UAE, coffee chain’s cup sleeve is printed with the hour’s top headline

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If advertising can be emblazoned on napkins, office coffee cups and beer-bottle tags, then why not the ubiquitous coffee-cup sleeve? That, indeed, is precisely the chosen medium in a new campaign developed recently by Y&R Dubai for Gulf News. Y&R was hired by Gulf News to help it gain subscribers and increase web traffic. Recognizing that reading a newspaper often goes hand in hand with drinking coffee, the agency tapped global coffee chain Tim Hortons – another of its clients in the UAE – and adapted the company's coffee cup sleeve into an advertising medium. The resulting “Headline News Cup…

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