HarperCollins, Coffee Co. Team for Packaging Deal
Just in time for the holidays, HarperCollins has teamed up with Leaves-N-Beans Roasting Co. in a packaging deal to promote paperback books with bags of coffee.
Classic titles are being paired with coffee as part of the StoryTeller’s Blend packaging. Each includes two bags of coffee and a book in a gift box.
For the holidays, HarperCollins is promoting “Mr. Ives’ Christmas” By Oscar Hijuelos and “Their Eyes are Watching God” by Zora Neale Hurston. Other titles to be released in 2008 include, “Bel Canto” by Ann Patchett, “The Poisonwood Bible” by Barbara Kingsolver, “A Tree Grows in Brooklyn” by Betty Smith, “The Island” by Victoria Hislop, “The Pact” by Jodi Picault and “The Reading Group” by Elizabeth Noble.
Starting in January, packages of coffee will also carry labels promoting the book titles. A new line of StoryTeller’s Blends coffee will debut to coincide with the book titles.
The effort marks the first time HarperCollins has partnered with the coffee company. It’s a new way to spread word about its book titles using alternative distribution channels, said Hope Innelli, vice president and associate publisher of Harper Paperbacks.
“It’s a natural fit,” Innelli said. “It gives us great exposure and offers an immediate reward for readers.”
In-store displays, bookstore bakeries and grocery stores will carry the product, as well as in Leaves-N-Beans locations. The one-year partnership also includes special packaging for Mother’s Day and other holidays in 2008, Lori McCombs, Leaves-N-Beans Roasting Co. president, said.
The partnership also includes a sweepstakes. People who visit the HarperCollins Web site can register to win one of two packaged StoryTeller’s Blends book-and-coffee gift sets through Dec. 29.
Online marketing supports the sweepstakes, which is being handled in-house.
