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Vessel's Clever Marketing Moves Consumers Away From Disposables

Nick headshotWords by Nick Aster
Leadership & Transparency
[caption id="attachment_59028" align="alignright" width="250" caption="Vessel Mimics Disposable Cups With Reusable Designs"][/caption]A colleague from the Cleantech Group showed me a brilliant product the other day: Vessel Drinkware's tumbler line of cups. These stylish and reusable porcelain cups are designed to look almost exactly like the disposable paper coffee cups that have become ubiquitous in trash cans worldwide. Vessel also makes a line of acrylic tumblers made to look exactly like plastic soda cups, complete with a straw. There's a lot of irony in designing something to look cheap and disposable. From a distance you can't even tell the difference. But somehow it works. Perhaps consumers have become so accustomed to the disposable coffee cup that buying a ceramic look-alike just makes cultural sense. There's something about the novelty factor, or the familiarity, that jogs the memory in a way that makes a reusable Thermos seem frumpy. More importantly, making the consumer feel good about reusing their cup without being preachy about it ought to pay dividends for the company. Graham Hill figured this out when he created the brilliant ceramic version of New York's "We Are Happy to Serve You" cup, a pre-Starbucks icon that is still found in it's original form at bodegas around the city. By making an artistic statement, his cups get a conversation brewing every time they're offered at the breakfast table. Vessel's may have a similar effect. Their portability could also bring that conversation into the office and coffeeshop. I can picture folks standing in line exclaiming "Oh what a cute cup! And you can re-use it? Wow!" Perhaps this is exactly the kind of provocation consumers need to keep sustainable thinking on their minds. Granted, you have to crunch a lot of numbers in order to accurately determine whether a ceramic or porcelain cup is truly "better" than a properly sourced paper version. But assuming the reusable is regularly used for a reasonable amount of time, it is still likely the more sustainable option. Plus it's pretty darn cool. Will we see Starbucks offering a novelty re-usable any time soon? Will the paper coffee cup decline in popularity? Time will tell, but marketing and design will have a lot to do with it.
Nick Aster headshotNick Aster

Nick Aster is the founder of TriplePundit.

TriplePundit.com has grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place. It was acquired in 2017 by 3BLMedia, the leading news distribution and content marketing company focused on niche topics including sustainability, health, energy, education, philanthropy, community and other social and environmental topics.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for TreeHugger.com, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He also worked for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.

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