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For ‘Cosmopolitan’ (Cosmo), branded merchandise might just be the flavour for the next three months. Starting April, Cosmo readers will find branded coasters in the magazine jackets, featuring some of the past Cosmo covers. The ‘three-month’ special offer will be available only on news stands. It is a part of a marketing plan to establish better brand connect with its readers.
As a spokesperson for the company puts it, “Freebie offers are used by every other magazine. Very uniquely, we are giving away branded Cosmo merchandise for the first three months. To collect a set, readers will need to buy the two issues that follow. This will help us build a better brand connect in the long term with readers, who will be exposed to the branded coasters daily.”
The idea was triggered after the success of other Cosmo merchandise like Cosmo matchboxes, which was distributed at popular clubs and amongst advertisers during the new year. Cosmo will issue close to 25,000 posters across news stands in 20 cities to promote this offer. The spokesperson explains, “Globally, in Cosmopoli-tan’s international offices, branded merchandise is a very commercially lucrative business. In India, given time, I would expect branded merchandise to become as popular a business proposition.”
To read the entire story, grab your copy of Impact Marketing, Advertising and Media Weekly magazine issue dated April 11-17, 2005