I continue to ruminate about a comment made by a designer during an interview several months ago. He talked about a certain promotional piece being particularly effective because the channel itself — print, and the way that particular piece unfolded — actually became part of the message. As each complex fold was lifted, it revealed a new element of the product being marketed and reflected the message regarding the value and continual surprises the product offered.
Now when I see unusual and interesting uses of print, I think back to that interview. I’ve posted a few here, and this morning, I’d like to post another: pop-up paper cups. This campaign was from Nescafe, but I can think of endless other ways, as well.
In this application, paper cups (branded or printed with promotional information, of course) can be folded and either glued into (or onto) a promotional piece or publication, handed out, or mailed. When they are opened, they pop up in their full dimensional shape, giving recipients a fun paper cup from which to drink coffee and view the marketing information at the same time.
How else could this be used? I think about the “channel as part of the message” approach.
- New store openings (particularly those offering coffee, pastries, and full-out breakfast).
- Bed & breakfasts, hotels, motels
- Co-branded with multiple local businesses sent to new movers within a specific ZIP Code
The possibilities are endless. With the right workflow, the cups could even be personalized. (Part of a welcome packet for new employees, perhaps?) The point is to think about using print to provide some kind of value beyond just a flat piece of paper trying to sell people stuff — a value that other channels simply cannot provide.