Here’s an example of a Belgian marketing cooperation.
Fintro, a branch of Fortis bank, has partnered up with the Senseo coffee, branch of Philips.

The main idea is that your banker at Fortis invites you to come and discuss your investment
profile, not over a cup of coffee, but over a cup of Senseo premium coffee. That aside, there
are as many investment profiles at Fintro as there are coffee flavours at Senseo.

The campaign is mainly print, run in the belgian financial press.
That aside, Fortis has bought and installed 2.500 Senseo machines for all offices.
People who show up for get a free Senseo coffee, an investment chat, some coffee to take home
and a chance to win one of hundred Senseo coffee machines. More details can be found in this online leaflet.

Personally, I think this is a very good way for a beleagered bank, which is rumoured to have alienated a lot of
clients over the last months over credit woes, to show a warmer side by partnering with a coffee brand
that stands for quality, warmth and friendliness. Cross marketing at it’s best, even if the two brands do not seem to have a direct fit.

And a good coffee is always welcome.

Best regards,

Sam from IntroNiche