Making a difference
Together we can make a difference
As Malaysians, we understand the significance of a strong cup of coffee to kickstart our day. Eden Cafe, which already sells an average of few hundreds cups of coffee daily, has a unique opportunity to enhance their customers' morning routine. Our proposal is to introduce the "Cup of Good News" initiative, where we infuse each take-away coffee cup with a positive and motivating message.
Living in a fast-paced city like Kuala Lumpur can often lead to stress and overwhelming work-related pressures. Our aim with the "Cup of Good News" initiative is to provide a moment of joy and hope to our customers. By delivering a thoughtful message along with their coffee, we hope to brighten their day and encourage a more positive mindset.
Kuala Lumpur witnesses a substantial coffee consumption, with thousands of cups being sold daily. Younger generations are particularly fond of sharing their daily experiences, including their beverages, on social media platforms. This trend opens up an avenue for Eden Cafe to not only provide great coffee but also a visually appealing and shareable experience.
Starbucks Holiday Cups (1997): Starbucks, a global leader in coffee, introduced holiday-themed cups in 1997. These cups featured festive designs, aiming to bring cheer during the holiday season. This practice resonated with customers, making the cup itself a part of the holiday experience.
Starbucks White Cup Contest (2014): In 2014, Starbucks engaged its customers by launching the "White Cup Contest." Customers were encouraged to doodle on their white cups and share their creations on social media. This interactive campaign not only encouraged creativity but also highlighted the customers' connection to the brand.
Solution: Cup of Good News
We propose collaborating with MAD Squared, a creative agency known for its positive and innovative designs, to implement the "Cup of Good News" initiative. Here's how the initiative would work:
1. Design and Limited Quantity:
MAD Squared will craft positive and motivating messages, carefully curated to uplift customers' spirits. These messages will be designed onto the take-away coffee cups, creating a visually appealing and meaningful experience.
2. Limited Quantity:
To make the experience exclusive, we will limit the number of "Cup of Good News" cups to 50 per day. This scarcity will enhance the perceived value of the initiative, creating anticipation among customers.
3. Integration with Social Media:
Recognizing the trend of sharing experiences on social media, we will encourage customers to share photos of their "Cup of Good News" on platforms like Instagram and Facebook. This not only spreads positivity online but also promotes Eden Cafe's unique offering.
4. Customer Engagement:
Customers could be encouraged to submit their own positive messages or artwork for a chance to have their creation featured on future cups. This engagement fosters a sense of community and ownership.
The "Cup of Good News" initiative is a simple yet impactful way for Eden Cafe to spread positivity and make a meaningful connection with its customers. By teaming up with MAD Squared and drawing inspiration from successful case studies like Starbucks, we can create an engaging experience that not only enhances our customers' mornings but also strengthens Eden Cafe's brand presence.