People rationalize their conduct by saying, “It’s merely ONE CUP!” Therefore, we set the objective to change people’s way of thinking by engaging experience of “one cup is not a little thing.” It really matters having impact on our planet.

As coffee franchises have grown strong in Seoul, dumped paper cups that cause global warming have increased to 0.7 billion per year. Main problem is they are being used EVEN IN STORES.

TOM N TOMS COFFEE with 400 stores in Korea needed a breakthrough to change people’s behavior.

We wanted to show those choosing the mug – “this is your contribution for Earth.” Therefore, we found the mug itself to be the best media. We created two-sided mugs that show the change of the world immediately by an elaborate two-step design (in use/not in use) utilizing thermo active inks.

Hidden illustrations appear by thermo active inks when hot liquid is poured into the mug: An endangered owl, stars and leaves appear. An endangered wolf with moon appears. Seoul underwater: returns to its beauty. Smoking chimneys turn back into trees. And, we put the tagline of “ONE CUP CHANGES THE WORLD” on every single mug.

The use of mug in-store increased from 10% to 85% just in 4 days. First produced mugs were sold out just in 3 days in spite of high price of $20. Hot buzz was generated in the media and SNS. So far, free PR effect is equivalent to $2m with a low budget expense (production cost:10$ per mug) even though it has just launched early April. We view this result as just the beginning.