Upfronts 2011: Discovery U.S. Hispanic's First Upfront in Years Gives Out Custom Coffee Caddies

By Anna Sekula May 19, 2011, 8:45 AM EDT

Transparent caddies packed with a branded mug, bag of coffee beans, handheld milk frother, and electronic grinder served as the parting gift for guests who attended Discovery U.S. Hispanic's Wednesday morning Upfront at the Four Seasons Restaurant.

Photo: Amanda Sromek

For its first formal upfront in three years, Discovery U.S. Hispanic hosted a simple, elegant event at the Four Seasons on Wednesday morning, projecting the identity of its Discovery en Español and Discovery Familia brands with minimal branding and a mostly white palette. As a nod to this look and the early hour of the event, the network created custom coffee caddies as takeaway gifts for the 260 attendees. The transparent plexiglass piece, a sort of pick-me-up kit, contained coffee beans, an electronic grinder, a mug, and a handheld milk frother and was marked with a tag that read “Discovery U.S. Hispanic, serving up the best programming day after day.”

Without too many bells and whistles, the presentation inside the storied restaurant's Pool Room focused on the lineups and outlook of both brands, which, like other networks catering to the country's Spanish-speaking audience, hopes tap into the fast-growing Hispanic-American consumer market with original series and specials. Siinc Agency handled the design of the event, and the restaurant provided the menu, which included a choice between eggs Benedict with smoked salmon, black truffle scrambled eggs with organic greens, and yogurt and granola parfait.

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