JetBlue Be Dunkin'
JetBlue to serve Dunkin' Donuts coffee,
JetBlue Airways Corp., parent of the low-cost airline, said Tuesday it will begin serving 10-ounce cups of Dunkin' Donuts coffee on all its flights by the end of the month.
JetBlue and Dunkin' Donuts aren't the first to create such a partnership. United Airlines parent UAL Corp. has had a similar deal for years with Starbucks Corp., a relationship that was recently extended for another three years."Cross-branding," "brand awareness," corporate relationships, investment firm... Sounds sort of like JetBlue's passengers are the product here, and investment firms are the customer..."Cross-branding that is done at the airlines is done at a very low price or even for free," said Stefan Lumiere, a research analyst with investment firm Oscar Gruss & Son. Although details of such contracts are rarely released, Lumiere said airlines may even charge advertising placement fees. "You're basically creating brand awareness."
Comments
The mass audience is always the product in any form of advertising. The audience is sold to the client.
Posted by: richard![[TypeKey Profile Page]](http://www.smellingthecoffee.com/nav-commenters.gif)
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January 24, 2006 10:23 PM
I love JetBlue and Dunkin' Donuts brews a decent cuppa joe, but did you know that the Carlyle Group has bought Dunkin' Donuts? Wish it was Peet's instead.
FYI:
http://lime.com/post/article/2005/12/13/dollars-to-donuts/
Posted by: donut girl | January 29, 2006 8:27 AM