Case Study – KeepCup

KeepCup engaged De Wintern to handle public relations activities for the launch of its first-to-market reusable coffee cup. Keep Cup recognised that the disposal of paper coffee cups into landfill is a significant environmental issue.
The public relations goals included the need to create awareness of non-recyclable paper cups’ environmental harm, and then to change behaviours to encourage the use of KeepCup as an environmentally-friendly alternative.

De Wintern targetted over 120 journalists and stakeholders with creative mailers that included the product. De Wintern secured coverage in Vogue, The Age, The Courier Mail, Cleo, InStyle Magazine, Zoo magazine, and Epicure. Complimenting long-lead consumer lifestyle reviews, the campaign also included a short-lead online component, targeting frequent users of social media to generate buzz for KeepCup. By prioritising a medium that spoke to the target consumer, De Wintern was able to build awareness and identify additional media opportunities at a very low cost. Public relations was the primary communication channel and KeepCup achieved sales of over 50,000 cups in three months.