Buzzworthy | Community Lessons For Promo Although the original Gladiator film inspired MF Doom’s look, this serves as a reminder for distributors and marketers creating merchandise for musicians, films or other brands. Before producing items or wearables, it’s a smart idea to research likenesses, images and phrases for copyrights or trademarks to avoid infringing on someone else’s intellectual property. Although the need to protect IP isn’t called into play until someone infringes on it, promo pros should keep an eye on the market to remain vigilant. For example, suppliers are urged to file a patent application before public disclosure. “If you wait to file, you may waive your rights or limit the remedies,” said Justin Miller, Esq., a patent attorney with Larson & Larson, and past speaker at PPAI’s Product Responsibility Summit. 4. Huge Branding Opportunity On The Horizon As Events Move To Reusable Cups Products made with recyclable materials are not necessarily the final frontier in sustainability. Circularity takes it a big step further, keeping everything in an ongoing loop with products that are reused and materials that are recycled, avoiding a landfill forever. Forever is a long time, but there is a material that can meet the task: steel. “Steel is the best material for reusability because it’s infinitely recyclable,” says Liz Haesler, global chief merchandising officer at supplier PCNA. Now, large-scale event venues are beginning to see the feasibility and practicality of programs that incorporate reusable drinkware into their offerings, creating a potential trickle-down effect that not only has immediate sustainability benefits, but also normalizes the expectation that beverages come in reusable containers. Pepsi partnered with the Champions League Finals to offer reusable containers for the soccer matches. Coca-Cola ran a pilot program in Los Angeles’ Crypto.com Arena with reusable cups, reporting a 98% return rate for using those cups. The NBA’s Portland Trailblazers ran a similar program in the suite level seats that broadened to its 25,000-seat arena. Reusable drinkware – steel and otherwise – has enormous potential for branding, as it can either reach multiple end users or remain with one end user over extended periods of time and through multiple uses. With the World Cup approaching in 2026, a theoretical reuse program for drinkware would set a new standard for venue operations. PPAI • DECEMBER 2024 • 71
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