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

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

United Arab Emirates6 Jun 2012
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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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