This articles discuss the benefits of Advertising on Coffee Sleeves.
As the advertising industry continues to evolve, businesses are increasingly seeking innovative and cost-effective ways to connect with their target audiences. Traditional methods like billboards and print ads are becoming less impactful, particularly as consumers spend more time in environments where these mediums have limited reach. Enter coffee sleeve advertising—a creative and efficient way to place your brand directly in the hands of consumers. By leveraging the everyday habit of grabbing a coffee, this form of in-hand advertising offers an excellent opportunity to engage your audience in a memorable and meaningful way.
Are your Ads still from the Stone Age?
A survey conducted by the platform Numerator indicated many industries are shifting their advertising messaging. For example, restaurants are pivoting to food delivery messages. The food industry has been quick to pivot its messaging to focus on in-home delivery options. The increased “work from home” periods will naturally lead to an increase in the time spent at home. Traditional OOH will be replaced by in-home advertising.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home. One of these concepts uses pizza boxes as advertising space that gets delivered at the homes of the audience. Think of this as small moving billboard that your target audience will grab in their hands. Studies demonstrated that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details see the article Estimating the ROI of Pizza Box Marketing.
Advertising on Coffee Sleeves: how does it work?
The logo and message of the advertiser are printed on custom sleeves that protect coffee drinkers from hot coffee. The coffee sleeves ads are distributed to the coffee shops the advertiser selects. This tactics demonstrated improved assimilation of the advertising message since it places the brand in the hand of consumers. Specific targeting is enabled with an in-house tool to profile the demographic profile and identify specific coffee venue addresses. Branded coffee sleeves can be creative tactics for small business deliver better results than traditional billboards with high recall rates.
Custom coffee sleeves will surprise your audience and enhance the assimilation of the message
The challenge of high advertising costs has long been a concern, particularly for small businesses. A Statista report highlighted that most small businesses in the U.S. allocated less than $10,000 annually to marketing in 2017. This ongoing demand for affordable advertising solutions is crucial for businesses striving to maximize their return on investment. As companies look for more efficient ways to reach their audiences, the appeal of cost-effective and innovative advertising methods continues to grow.
Now, imagine spending about $14,000-20,000/month on outdoor advertising and getting very low ROI. Compare this to spending the same amount of money on in-home focused advertising media. This is what we offer you at Adzze; an array of unique in-the-hand advertising strategies that place your brands in the hands of potential clients in their homes. Coffee sleeve advertising leverages the ad space on coffee cups that gets delivered to your audience.
The logo and message of the advertiser are printed on sleeves that protect coffee drinkers from hot coffee. The coffee cup ads are distributed to the coffee shops the advertiser selects. This tactics demonstrated improved assimilation of the advertising message since it places the brand in the hand of consumers. Each venue distributes approx. 2,500 coffee cups/month, generating an estimated total of 1.7M impressions. Think this as small moving billboard that the audience will grab and carry it forward. This tactics places the brand in the hand of consumers. The coffee venues deliver in the hand of the consumer generating an impact up to 70% brand lift. The advertisement cannot be ignored as the consumer will grab it in their hands. On average, each coffee cup will provide 35 min of exposure since the coffee cup ads provide an additional exposure to other viewers who are in the surrounding. Coffee sleeves can be creative tactics for small business and deliver better results than traditional billboards with high recall rates.
The impact of Custom Cups
Each venue distributes approx. 2,500 coffee sleeves per month. This generates an estimated total of 1.7M impressions. Think this as small moving billboard that the audience will grab and carry it forward. Advertising on coffee sleeves places the brand in the hand of consumers. The coffee venues deliver in the hand of the consumer which creates a surprise effect, enhancing the assimilation of the message. Some studies show an impact up to 70% of brand lift. The ads on the custom coffee sleeve cannot be ignored as the consumer will grab it in their hands. On average, each coffee cup will provide 35 min of exposure since the coffee sleeve ads provide an additional exposure to other viewers who are in the surrounding
The unconventional and unexpected nature of advertising on coffee sleeves makes it memorable. This concept is sub-segment of ambient advertising that its been proven by research studies (1,2) to demonstrate better perception and engagement in comparison to traditional OOH. Advertising on coffee sleeves are a sub-segment of Ambient Marketing and sometimes recognized as Guerrilla marketing tactics. Ambient media refers to the usage of publicity-grabbing events by utilizing contextual elements of the target groups. The placement of advertising in unusual and unexpected places often with unconventional methods and being first or only ad execution to do so. In-the-Hand ads leverages daily consumables as vehicles / ad spaces to trigger a surprise effect in the audience. These vehicles can be pizza boxes, drink coasters, prescription bags, coffee cups, dry cleaner hangers, door hangers.
Branded Cups: tracking methods
Coupons and QR codes can be used on the coffee cups . The redemption rate of the coupon can be used as direct measure of the effectiveness of the campaign. Furthermore, companies as Adzze offer this type of advertising campaign with audit system to make sure that the coffee sleeves are distributed to consumers.
Advertising coffee cup
The costs of billboards depend on format, circulation, demographics, and impressions. Traditional billboards cost $14,000-20,000/month in larger markets. With a budget of 1 billboard/month, the advertiser can place its message on 40,000 coffee sleeves at 40 different coffee shops during the same period.
Ready to elevate your brand and put it directly into the hands of your consumers? Explore the possibilities of coffee sleeve advertising with Adzze. Contact us today to learn how our creative in-hand advertising solutions can help your brand stand out and memorably connect with your audience. Let’s brew up some success together!
Sources:
- Luxton, S. What is called Ambient Advertising? Monash University. 2000
- Gambetti, R. C. (2010). Ambient Communication: How to Engage Consumers in Urban Touch-Points. California Management Review, 52(3), 34–51
