RecycleMe Cup Launch
Taylor St was one of the first cafes to bring DetPak’s RecycleMe program to the UK. This project was challenging as not only were the cup designs changing, but so too were the cup sizes. This had a knock-on effect that changed the coffee recipes in the cup (ratios of coffee to milk and water as well as the size of the drink our customers were ordering) …and the prices. On top of this, the new cups had a tall, slim design which made them look smaller.
Given this, we approached this with two main messages:
New recyclable cups and new coffee recipes—same great coffee.
Collateral was developed for in-store and, online and reaching the customers where they were rubbing up against the change.
Flyers and posters at till points and in queues contained new recipes on the one side, and information about DetPak and Taylor St’s new recyclable cup program on the other. To ensure our customers were still getting their favourite drinks and knew how to recycle their cups, these flyers were placed at ordering points and on coffee machines before the cups’ arrival in-store.
For more in-depth information, customers were sent online, keeping printed collateral to a minimum to avoid further paper-waste given the message on recyclability.
Posters
Large format posters were created for cafes to ensure their visibility. The designs used solid colours and bold type to break from other signage in the cafes. The two posters conveyed the primary messages of new cups, supported by information on the RecycleMe program.
Postcards
Communicating what was in our new cups to our customers at the right point was important. For this, postcards with new coffee recipes were strategically placed where customers queued, ordered and waited for coffee. The reverse gave more detail on why we’d changed cups and how to find out more about the RecycleMe program.
Banner in loyalty app before new cup launch that linked off to webpage to prepare customers
Slider on homepage linking to information about new cups and recipes
A-boards ensuring messaging could be seen easily on arrival
Supporting collateral from Detpak was throughout cafes
Social media
Executions for instagram before and during launch
