brand marketing blog

Kudos to Wild Bean Cafe for launching their cool new keyring tag loyalty scheme and getting the jump on Starbucks, but the've sort of duped their loyal followers (not me actually - I'm a Rocket coffee fan).

Their original loyalty card gave you a free coffee after buying your 5th one i.e. 6th one was free. On the face of it the new deal seems to be an equivalent, but if you check out the details you discover that in order to get the 6th coffee free, you have to provide your email address, other pertinent demographic info and agree to receive promotional emails etc from the (otherwise why would they want your email address?).

All good marketing stuff, except that the standard key tag plan only gives you the 7th coffee free, one less clip than the old card system. Now that doesn't seem to be very fair and I expect/hope there is a backlash from loyal Wild Bean supporters.

Perhaps not on the same scale as the Cadbury/Whittakers palm oil scandal, but at least let them know you're not happy. Tweet, blog, share. Through social media you finally have the power to influence the behaviour of corporates.

I'd love to hear your views on this subject.