STARBUCKS: officially marked its first foray into the movie business Tuesday kicking off a marketing campaign for the Lionsgate film Akeelah and the Bee, which opens nationwide April 28. The Seattle-based coffee chain plans to challenge customers to expand their vocabulary and spelling ability with words featured in the film’s spelling bees. Starbucks will print more than 25 words on in-store signage, cup sleeves, coasters, flash cards and magnets. In addition, Starbucks baristas, who have already viewed the movie, will offer opinions about the film to customers. The company will also let customers view the movie trailer, film clips and links to the movie Web site [http://www.akeelahandthebee.com] via its T-Mobile HotSpot network. Starbucks announced plans in January to build up the brand’s entertainment strategy via films (PROMO, February 2006).
LIPTON: will debut five new tea flavors this month under its Lipton Original and Lipton Iced Tea brands: White Tea with Tangerine, Green Tea with Orange & Passion Fruit, Peach Iced Tea, Diet Peach Iced Tea and Diet Green Tea with Mixed Berry.
PROCTER & GAMBLE: Cincinnati, is consolidating database management for 60-plus brands with new infrastructure from database marketing shop Merkle, Lanham, MD. Merkle created a customized infrastructure package, dubbed “Marketing Knowledge Center,” for P&G to consolidate direct-marketing data across all brands to better plan and measure direct-to-consumer campaigns.
TRAVELOCITY.COM LP: and AOL said yesterday that the companies have renewed and expanded their marketing partnership for two years. Travelocity will continue to serve as the exclusive provider of flights, hotels, car rentals, cruises and vacation packages for AOL Travel. The companies have also agreed to more broadly share technologies and resources with Travelocity integrating its editorial content and video, traveler reviews, RSS alerts and other personalization features into AOL Travel.
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