Coffee Stain

Background

Delisoft are one of Europe’s leading producers of kitchen towels. With their REGINA brand they are especially keen to target business customers and retailers – such as restaurant, hotel and catering chains. One of the best places to do this in Germany is the Markant Trade Fair. They just needed a simple, original and cost-effective way to get through to this key audience.

Delisoft’s main objective was to gain more key contacts, with whom they could build business relationships.

Idea

Business deals are best negotiated over a cup of coffee. So, to promote REGINA, we brought the insight to a whole new level, with a world-first: the branded coffee stain. 

After a lot of effort, 100 special coffee-mugs were designed and created which featured a unique ‘stamp’ on the bottom. If coffee was spilled the resulting stain formed the REGINA logo. The outside of the mugs was kept deliberately plain on the outside, to heighten the surprise and impact.

As well as being a unique creative idea, it beautifully demonstrated the product. Because what was used to remove the stains? REGINA kitchen towels of course.

It also became a real talking point at the fair and a lot of coffee was spilled on purpose, just to see the stain. And each one was wiped away with a REGINA.

Results

This initiative helped the business talks and about twice as many business cards were exchanged than in the previous year, giving Delisoft a great foundation on which to start building relationships. Also, 36 mugs disappeared.