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Van Houtte begins Cirque du Soleil campaign

Coffee brand Van Houtte has signed a sponsorship agreement with Cirque du Soleil. The brand will be the official coffee of the troupe’s touring shows in Canada. Van Houtte coffee will be sold at event venues. To coincide with the sponsorship, Van Houtte has released new creative as part of its ongoing “Always a Master Roaster” campaign. The television and digital creative depicts the company’s Master Roaster spokescharacter inside a Cirque du Soleil tent. The campaign, which was developed by Sid Lee, will also make use of social media contests and in-store materials. Media work is being conducted by Initiative. Van Houtte is a division of Keurig.

“It is only fitting to celebrate our centenary by partnering with masters in different fields and bringing the concept of mastery into the mainstream of Canadian pop culture,” said Stéphane Renauld, director of brand management at Keurig Canada. “This is a special collaboration, a partnership between two brands with true expertise in their fields. Our relationship creates an opportunity to position the master of contemporary circus and the Master Roaster within a major campaign that’s memorable and inclusive.”

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