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Second Cup promotes Flat White with sampling tour

Coffee chain The Second Cup is preparing a national promotion in support of its new Flat White espresso-based beverage. The initiative will make use of a branded three-wheeled vehicle that will distribute product samples in various cities. The promotion will begin in Toronto on Sept. 13 and 14. The vehicle will travel to other markets through September and October. The tour will be supported with social media activities.

"The introduction of Flat White is an example of our brand rejuvenation and renewed focus on bringing the best coffee experience to our customers," said Chris Sonnen, vice-president of operations and coffee experience at The Second Cup. "The unique Flat White Piaggio truck was designed in the UK, specifically for Second Cup to share Flat White with Canadians."

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