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HEN NEW YORKERS TOTE
a steaming hot cup of coffee
on their morning commutes,
it’s likely that stout brew
resides in an iconic paper
cup—wrapped in blue and white, Greek-
inspired styling and a friendly ‘We Are Happy
To Serve You’ slogan that’s been warming
hands for more than 50 years.
We can thank the late Leslie Buck for
creating the Anthora design in 1963 for
Sherri Cup Company, making the
humble paper coffee cup a symbol
of New York City as enduring as the
Statue of Liberty, and promotional
consultants have the same opportunity
to help clients establish their own
legacies through branded drinkware.
Drinkware options on the market
have expanded, now appealing to every
demographic
imaginable—and
this means clients
can reach more
potential customers
than ever before.
Want to attract fitness-
minded clients? Reach
out with blender bot-
tles. Looking for a
faithful commuter cus-
tomer? Reward loyalty
with branded reusable
mugs.
Of course, on-site
events and hot spots
for quick service still
get by—successfully—
with the ubiquitous
paper cup. “With all the new fads that come and
go, we tend to see our customers coming back
for the basics every time with the simple dispos-
able coffee cup,” says Lisa Langley, CAS, sales
and marketing manager for supplier Tranter
Graphics (UPIC: TRANTER) in Syracuse, Indiana.
“Our choices vary between paper, foam,
compostable and double-walled paper cups,
but the intention is
always the same.
Customers want a
high quality means of
advertising while
serving a hot bever-
age to regular clien-
tele or to introduce
themselves while
drawing new cus-
tomers in during
events like trade
shows.”
In a fast-mov-
ing, digital world,
Langley believes
drinkware is still one
of the best ways to
achieve mobile advertis-
ing. “A banner stays put, but a cup of coffee is
like a walking billboard at eye level. Imagine
how many people can be reached in such a
short time span?” she says.
“[But] we need to start thinking outside the
restaurant and coffee shop markets. So many
industries serve coffee all day. I know I can get
a free cup at my dentist, doctor and veterinari-
an’s office. I can also get a free cup every
Sunday at church. I take my cup when I leave
these places and I’m the one advertising their
company now.”
W
QUENCH CLIENTS’ THIRST FOR SUCCESS WITH PROMOTIONAL DRINKWARE.
EDITOR’S PICKS
Pour One More
44 •
PPB
• APRIL 2015
By Jen Alexander
GROW
PHOTO PROVIDED BY UNCOMMONGOODS