The Disloyalty Program

What’s the coffee shop equivalent of a contract buy-out program? You’re looking at it 👀 Peet’s coffee launched something called the Disloyalty Program. For one day, they let customers cash in their loyalty points from competing brands like Starbucks and Dunkin Donuts for free coffee at Pete’s. The catch — they had to join Pete’s loyalty program. Stewart Hillhouse shared this campaign on LinkedIn last week and made a great point about “gimmicks” in marketing. Most marketing campaigns are too abstract, too complex, too brainy for buyers to understand. Gimmicks may seem silly, but they’re easy for people to “get.”