PPB November 2020

W ith endless consumer appeal and a wide variety of designs, drinkware delivers on usefulness and brand promotion. Demand for a reliable mug to keep coffee hot or a tumbler to keep water chilled remains high, and 78 percent of consumers—nearly eight in 10—say they own promotional drinkware, according to 2017 PPAI Exclusive Research. Brandedmugs and logoed water bottles are must-haves for staff onboarding gifts and are fixtures in the workplace and work-from-home offices as well as in schools and universities. The universal popularity of drinkware across all demographics means that a client’s brand can be advertised in multiple settings, all day, every day. The consistent popularity and success of promotional drinkware among consumers is attributed to the product’s usability, affordability and longevity. According to 2017 PPAI Exclusive Research, 41 percent of consumers will keep promotional items for one to four years. Drinkware is among the most-used promotional products, with adults in the U.S. using their logoed cups andmugs, on average, two to three times a week. When it comes to brand recall, promotional drinkware is more effective at advertising a brand than television or radio. Fifty-seven percent of people can recall the advertiser on drinkware they’ve seen compared to 30 percent for television and radio, according to Germanmarket research group, Dima Marktforschung. Promotional drinkware items are attention-grabbers. On average, drinkware produces 198 impressions per month while maintaining a low cost per impression, according to industry research. The more users see a logo, the more comfortable they will become with the brand, recognizing it as a trusted business. During its lifetime, promotional drinkware will generate 1,400 impressions. The daily use of a brandedmug or bottle is simple and will remind consumers of your brand. A promotional mug or cup will promote the brand through pass- along exposure to the end user’s friends, family, co-workers and other potential customers. Seventy-one percent of Gen Xers are more likely to do business with an advertiser who gave thempromotional drinkware, and 87 percent of Baby Boomers own promotional drinkware, according to a research study. Drinkware promotes hydration, an important part of fitness, making branded water bottles valuable marketing tools for gyms and fitness centers. Especially when water fountains are closed due to COVID-19, reusable bottles not only promote wellness, but safety. According to the National Academics of Sciences, Engineering andMedicine, men should drink about four liters of water a day and women should drink about three liters a day. “By the hour” water bottles, with time markings andmotivational sayings, have become popular with consumers, letting them knowwhen to take a sip and how much they have left to go. Drinkware is an exercise accessory that employers can gift employees as part of larger health and wellness programs. According to Rand Corporation, 69 percent of employers withmore than 50 employees offer a wellness program. For every dollar invested in workplace health and wellness, businesses can expect a return of $3 in cost savings from increased worker productivity and lower absenteeismdue to illness, proving that organizations can improve employee wellness and their bottom lines with branded drinkware. For the college student walking through campus, a reusable tumbler or an insulated coffee cup is an essential back-to-school item. Withmore than 2,700 colleges and universities in the U.S. andmore than 22.3 million students, the higher educationmarket is far- reaching with alumni and fans across the country and around the world. For back- to-back classes, students need drinkware that won’t spill, can fit into or attach to a backpack and will keep drinks cool or warm throughout the day. Branded drinkware is perfect for showing off school spirit, on or off campus. Custom, personalized water bottles will also steer users away from single-use plastics and toward reliable, reusable hydration that's better for the environment. “We’ve had tremendous success with personalizing our drinkware,” says Julie Fritsch, vice president of marketing at Starline. “We’ve experienced a significant uptick on this service during COVID-19 because it’s a great way to prevent accidently drinking from the wrong tumbler and sharing germs. It also adds an extra, personal touch to a thank-you gift.” In the U.S., Americans discardmore than 25 billion Styrofoam cups every year on average, and 16 billion paper cups are used for coffee each year. If one person saved one paper cup from the landfill every day for 40 years, they would save 24 trees, according to research. Businesses can become more socially responsible by simply swapping out plastic and paper cups with reusable promotional drinkware. Promotional drinkware makes a big impact, not only on the environment, but for consumers as well. | NOVEMBER 2020 | 47 GROW