Second Cup is revamping their branding and marketing with a new website, a whole bunch of expensive media buys, and some incentive programs, like contests and this magazine giveaway.

You can get a free Elle Canada or Canadian Home & Country with the purchase of a Second Cup chocolate chai, dark chocolate raspberry latte, or chocolate cherry chiller. All sound incredibly sweet, too much so for my taste, but the ads are pretty ;)

So, not so much "coffee" in the cup, but perhaps they have changed their marketing approach in this competitive landscape. 

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