Disposable cups are a huge waste in society today. An item that is highly misconceived to be recyclable actually contributes 7,000 tonnes of waste in Australia alone (Yuhui, M). Our goal was to get office workers to consume less disposable cups in Brisbane and to shift towards reusable cups. we created a returnable reusable cup system that is further detailed below. To target our audience on their commute to work, we designed advertisements for billboards on public transportation systems and on sidewalks.
Incentive-Based Marketing Plan
When a customer orders a coffee, they are served their brew in a reusable cup for a small fee of $5.00. When the cup is returned, the customer will receive a 50¢ discount for their next beverage. Disposable cups will no longer be an option, therefore if a customer forgets their used cup, they will have to pay $5.00 for a new one. But for every cup they return, they get an additional 50¢ off. A return of 4 cups would result in a $2.00 discount. This campaign combats two large issues with reusable cups, forgetting to bring the cup in and lack of motivation to clean them.
To encourage customer retention and loyalty, we have included a QR code rewards program. Scanning a code on the bottom of all mugs will provide us with important data metrics and customers will receive rewards with every scan. Rewards could include a free beverage or pastry with every 10 coffees purchased and seasonal rewards that could be changed monthly that encourage community involvement and cooperation with other local companies.
Our campaign's design was inspired by the 8-bit look of QR codes. We wanted to highlight the rewards system to encourage sales.
Billboard and In-Store Posters
Billboards on public transportation systems such as trains and buses target Merlo coffee drinkers during their commute. These designs will also be used for in-store posters to encourage visitors to learn more about Merlo’s new eco-friendly system.
Pedestrian Path Stickers
Pedestrian path stickers will be used on Brisbane walkways to grab the attention of the public. These stickers promote the campaign, intrigue people, and show current distance from the nearest coffee shop.
Social Media
This design is for Instagram and Facebook. Research shows these platforms are the most effective to communicate our message to the target audience.
Reusable Mug
The Merlo reusable cup is the face of this campaign. It is a walking advertisements in the hands of our consumers. This design features Merlo’s logo and the Brisbane skyline. The silhouette of the city is incorporated to remind consumers to be conscious of the environmental concerns that threaten this beautiful city.
Design Overview
