Printed Paper Cups

1. Why Paper Cups Are a Strategic Marketing Choice

Branded paper cups create a unique, cost-effective, high-visibility touchpoint in customers’ daily routines.

In the UK, we now drink roughly 98 million cups of coffee per day, including an increase in "café culture", with 16% of the population visiting one on a daily basis (source) - this makes these items highly popular and likely to be used.

Beyond their functional use, they serve as a reminder of your brand, reinforcing relationships with existing customers while introducing your business to new audiences. Here’s how they can be optimised for measurable results:

• Frequent Impressions at a Low Cost: Each branded cup provides repeated, unobtrusive brand exposure. Unlike digital ads, which can be ignored or blocked, a drink cup engages customers physically, often multiple times in a single sitting. This “repetition effect” makes a clear but subtle logo design a smart choice, allowing it to feel like a natural part of the cup rather than an advertisement.
• Eco-Conscious Appeal Enhances Brand Perception: Today’s customers, especially in the UK, are selective about the businesses they support. Choosing recyclable or compostable cups communicates environmental responsibility, appealing to eco-conscious customers and fostering loyalty among those familiar with your products. Make the environmental message clear with a small icon or line about recyclability, reinforcing your brand’s values. A great example is our 12oz/340ml Single Walled Recyclable Paper Cup.

2. Campaign Types Where Paper Drinkware Excels

Choosing branded drinkware for specific campaign types can elevate your brand’s impact and create deeper connections in relevant settings. Here’s how to maximise effectiveness in different environments:

• In-Store and On-Site Promotions: For in-store campaigns, restaurants, or coffee shops, custom cups add an immersive touch to the experience. Design cups that reflect your campaign’s core messaging. For instance, if the campaign centers on wellness, you could design cups with soothing colours and a message like “Sip Your Way to Wellness.” Customers respond well to visuals that feel thoughtfully created, so align colours and fonts with the store’s aesthetic and other promotional materials.
• Trade Shows and Industry Events: Trade show attendees often carry coffee or water, making drinkware a perfect branding opportunity. Offering branded cups at beverage stations introduces your brand subtly. Consider designs that encourage interaction—like QR codes linking to an event-specific landing page with a special offer or a prize draw. Placing staff near beverage stations to hand out cups gives them a chance to engage with attendees while they wait in line.
• Corporate Partnerships or Co-Working Spaces: Custom cups in shared workspaces or partner offices broaden your reach within targeted demographics. A collaborative campaign with a local business might feature cups displaying dual branding or a unified message. If, for example, you partner with a fitness studio, your cups could promote health-conscious behaviors while promoting both brands. Such placements establish your brand presence among professionals aligned with your values.

3. Selecting the Right Type of Cup to Match Campaign Goals

The type of drinkware you choose reflects your brand’s priorities in quality and sustainability. Selecting the right cup for the campaign ensures your message aligns with your marketing objectives.

• Single-Wall Cups for Quick, Budget-Friendly Exposure: Single-wall cups are ideal for high-volume campaigns like product samplings or event giveaways. With tighter budgets, invest in designs that make these cups visually engaging despite their simplicity. High-contrast colours or unique textures can make the design stand out. Since single-wall cups work best for cold or short-term use, distribute them in settings where they’ll be held briefly—such as quick-service food events or outdoor markets.
• Double-Wall Cups for Long-Lasting Brand Interaction: Insulated double-wall cups retain heat, encouraging customers to keep the beverage longer and extending brand exposure. For brands targeting professionals or a morning coffee crowd, these cups are a natural fit. Match your design to your brand’s tone, whether it’s sleek and minimalistic or bright and engaging. Double-wall cups suit campaigns in office spaces, conferences, or areas where people linger over coffee, maximising each impression’s duration.
• Compostable or Recycled Cups to Reflect Brand Values: Compostable or recycled cups add authenticity to sustainability efforts, appealing to conscious consumers. These options work well for brands promoting wellness or environmental awareness. Make the eco-friendly message subtle but clear, like “This cup is compostable, just like our commitment to the planet,” adding a layer of sincerity to appeal to environmentally aware audiences.

We offer various printing options so your cups can be customized for your specific campaign.

4. Maximising Engagement and Measurable Impact

The design and messaging on branded cups should represent your business while inviting interaction. Here are strategies to boost engagement and measure campaign outcomes:

• Add Interactive Features for Immediate Engagement: Including a QR code that links to exclusive offers, downloadable content, or a survey turns a simple cup into an interactive tool. Direct users to time-sensitive offers or resources that enhance their experience. For instance, a QR code leading to a discount redeemable in-store could drive immediate foot traffic, while a short, mobile-friendly survey could capture valuable feedback.
• Encourage Shareability with Eye-Catching, On-Brand Designs: People love sharing visually interesting items, especially when they’re enjoying a drink. Create a design that’s “Instagrammable”—unique enough that customers feel compelled to photograph and share it. Clever phrases, playful icons, or bold graphics relating to the campaign theme are ideal. A specific hashtag on the cup encourages user-generated content and makes it easy to track organic reach.
• Introduce Seasonal or Exclusive Designs: Unique designs create exclusivity. During holidays, for instance, themed cups quickly become conversation starters. This approach also works for seasonal product launches or promotions, encouraging anticipation and repeat engagement. Adding a “collect them all” element with design variations can drive repeat visits.

5. Achieving Tangible Benefits and Real ROI

When thoughtfully implemented, branded cups contribute to marketing goals in ways that are both trackable and meaningful to the bottom line. Here’s how they deliver concrete results:

• Boost Brand Visibility and Recall in High-Traffic Areas: Every branded cup carried by a customer spreads your logo and message beyond the campaign’s immediate setting. When customers carry cups into offices, events, or public spaces, they increase your visibility. To maximise this effect, design cups that are distinctively “yours”—instantly recognisable and reinforcing your brand with each use.
• Foster Loyalty through Thoughtful Brand Values: When customers recognise your commitment to quality and sustainability, their perception improves, often fostering brand loyalty. Providing eco-conscious or visually appealing cups signals your attention to both aesthetic and ethical details. For a more personalised touch, try adding a line of copy addressing the user directly, like “Thanks for supporting our journey to sustainable solutions,” creating a memorable, positive interaction.
• Capture Quantifiable Engagement Metrics: With digital integration, you can track customer interactions from the campaign. QR codes linked to specific URLs or discount codes tied to cup promotions help you gather data on engagement, measuring metrics like scans or subsequent actions. For brands with strict ROI targets, this measurability simplifies impact reporting to management and justifies future investments in branded items.

Takeaway: Branded cups enhance visibility, build loyalty, and offer quantifiable engagement data, making them a strategic choice for sustainable brand growth.

HIGHLIGHTED TEAM MEMBER

Jennifer Burton | Marketing Executive

With over a decade of design and marketing experience, Jennifer possesses a broad range of marketing expertise covering everything from event planning to digital marketing. Joining Steel City in 2015, Jennifer manages all areas of the company’s marketing, from writing creative content about promotional merchandise, managing social media activity to organising events and direct mail campaigns. Outside of work, Jennifer loves to try new recipes, keeping fit and spending time with her family.

Linkedin | Email: [email protected]

You can meet the rest of the team here.