Canalplay, a subscription VOD service from one of Europe's biggest media providers Canal+ that's similar to Netflix, has taken an unusual, indirect approach to promoting itself: it created a new coffee brand.

"Insomny" is the Joe that promises to give Canalplay viewers the endurance to plow through the service's vast collection of films and TV shows that they couldn't possibly view in a single lifetime. But if they spend less time sleeping and more time in front of the screen, perhaps they have a chance of chipping away at that archive. The company partnered with coffeemakers and coffee growers in India, Burundi and Brazil to develop its unique blend.

The idea was created out of Buzzman Paris, and with each package of Insomny comes a free code that gives customers a free two-month subscription to Canalplay. The code is only redeemable in France.

Buzzman, an independent shop, won the international category in Ad Age's Small Agency Awards in 2011.