We’ve heard of reading tea leaves, but coffee spills?

Usually coffee spills are just a waste of perfectly good java, but Regina, a European paper towel company, turned the everyday annoyance into brand messaging at this year’s Markant Trade Fair in Germany.

The nondescript white coffee mugs distributed at the event bore an outline of the Regina logo on the underside. When spilled, the coffee would fill in the outline, creating a sort of coffee mug stamp, leaving the logo behind as the mug was picked up.

This kind of brand messaging is about making something out of virtually nothing, but more importantly, creating conversation. Even if the unsuspecting coffee-spiller didn’t immediately recall that Regina was a paper towel company, the spill likely sparked a conversation about the unexpected logo,while someone reached for the…you guessed it…Regina paper towels to clean it up.

Though paper towels are not exactly everyone’s favorite discussion topic (read: they are only slightly less buzzworthy than the Kardashians, the Miami Heat and/or Jay-Z’s new album), Regina’s creativity and innovation appealed to people’s connection over coffee and ongoing need for coffee paper towels.

This particular branding tactic ultimately led to 20 percent more business deals than anticipated at the trade fair alone, as well as 36 missing coffee cups – a small price to pay for branding that works and that Magneto loves. Find the official video here.

 

 

 

 

 

 

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