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Coffee Sleeves Updated Hourly With Breaking News

Coffee drinkers in the United Arab Emirates may be some of the most well-informed citizens in the world.

In a partnership between one of the UAE’s leading news companies, Gulf News, and Canada-based coffee chain giant Tim Horton’s, coffee cup sleeves are now featuring breaking news.

International PR firm Y&R helped develop the concept, in which one top headline, along with a corresponding shortened URL linking to the Gulf News site, is printed on coffee sleeves every hour, all day long. Headlines are automatically drawn from Gulf News’ Twitter account, and a custom printing unit in each participating Tim Horton’s retail locations kicks out the updated sleeves.

There are currently six participating Tim Horton’s outlets, and the program is being rolled out in 14 more. Y&R attributes the coffee and news pairing to a 41 percent spike in traffic to its site, and in this video, a Tim Horton’s spokesperson describes the program as simply adding additional value to customers.




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