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 and people rationalize their conduct by saying, “It’s merely ONE CUP!” TOM N TOMS COFFEE with 400 stores in Korea needed a breakthrough to change people’s behavior.

There is no other place than coffee franchises where paper cups are used most. Recently, even governments pressure them to take action for decreasing the amount of dumped paper cups. Most franchises treat it by discounting mugs but tumblers had little impact. TOM N TOMS COFFEE with 400 stores in Korea, the second biggest national coffee franchise, needed to deal with the sensitive issue wisely and take initiatives to manage its reputation and build brand attachment by giving people an extraordinary experience.

To change people’s thinking using an engaging experience – 'One Cup Changes the World', we created two-sided mugs that show the change immediately. By using thermo active inks, hidden illustrations return things to our planet when hot liquid are poured into the mug. An endangered owl, stars and leaves appear. An endangered wolf, the moon reappears. Seoul underwater: returns to its original beauty. A Smoking chimney turns back into trees. However, this happens only if you go for the mug. People aspired to experience such an exciting, proud moment. Accordingly, they chose the mug, not a paper cup.

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