Starbucks Coffee Company (NASDAQ: SBUX) and MSNBC have formed a marketing relationship to highlight Starbucks coffee products on “Morning Joe,” the cable network’s morning program hosted by former Congressman Joe Scarborough and Mika Brzezinski. The program features interviews with top newsmakers and politicians and in-depth analysis of the day’s biggest stories.
“We are pleased to be working with MSNBC to further underscore Starbucks relevancy by extending the coffeehouse culture and combining the daily morning coffee ritual with informed discussions about important news topics,” said Howard Schultz, chairman, president and ceo of Starbucks. “This relationship is an example of the targeted approach we are taking to reach our customers in a meaningful fashion and highlight our exceptional coffee and values which have built our brand from the beginning.”
“We’re thrilled to have a brand leader like Starbucks associated with ‘Morning Joe’,” said Phil Griffin, president of MSNBC. “More viewers are discovering that ‘Morning Joe’ is THE place for intelligent discussion about politics. The MSNBC viewer is younger, more affluent and more highly educated than those of our competitors, making this opportunity perfect for a company like Starbucks.”
As part of the agreement, MSNBC is providing Starbucks on-air branding during the morning news program through a title sponsorship, “Morning Joe” Brewed by Starbucks. Included are graphic elements like billboards and banners, as well as online representation on msnbc.com which will highlight many of Starbucks brand values.