According to a report by AdAge, McDonald’s has signed on as the "official coffee" of Mercedes-Benz New York Fashion Week; at McCafé, the Bryant Park Main Tent coffee kiosk with the name that doesn’t quite read, design types will test the diuretic properties of free espresso drinks and drip coffee all week.
This is really a public-relations stunt meant to jump-start a full product launch for the burger chain, but Bryant Park gets a sneak peek since the full ad campaign onslaught ($1 billion!) is scheduled for May. See, right now, McDonald’s needs help from the media industry!
"Fashion Week is a great opportunity to give us a national stage to talk to key influencers and trendsetters," Sofia Therios, director of marketing for McDonald’s, told AdAge. "Tasting is believing. We’ll be able to get our product into the mouths of all these people."
Oh dear. McDonald’s also signed on as the sponsor for the men’s wear line Duckie Brown; coffee will be handed out backstage at the fall ’09 show and the designer Steven Cox will talk about his past experience of working at a McDonald’s during the show’s program.
But expect the spidery embrace of Anna Wintour and Mary Kate Olsen’s hands to continue using Starbucks latte cups as a spindle: Now Starbucks has announced that it will sell discounted pairings of coffee and breakfast food for $3.95, which includes a 12-oz. latte with oatmeal or coffee cake or a 12-oz. brewed coffee with a choice of breakfast sandwich or roll.
But as we take our first step into the tents later this week, we’ll be sure to give you a front row update on who’s drinking what and whether any unmarked white cups mysteriously appear. Or else this will be our last sop to the coffee wars. We’ll play it by ear.