In early 2013, the Promotional Products Association International held “Promotional Products Work! Week” to unify the industry in promoting the effectiveness of promotional products in advertising. To show solidarity with the industry, Newton Manufacturing created the “More than a Just Mug” campaign.

 

The campaign was based on the fact that promotional products, like coffee mugs, do more than just sit there. It began hosting the local chamber of commerce breakfast, where a “More than a Just Mug” presentation was given. Each guest received a mug with the key message that changed when a hot beverage was poured in.

 

The mug not only made a nice gift but both illustrated and explained the key message from the presentation.

Additional content was created including a blog post, video of the mug changing colors and delivering its message, and a landing page on the company’s website featuring the presentation and other informational resources. This content, including pictures from the event were shared across the company’s social media profiles.