TBWA/Helsinki And Paulig Harness The Power Of Coffee

The Paulig Muki, a smart coffee cup, has been developed by TBWA\Helsinki’s new innovation unit: \Pilot. Paulig Muki is a re-usable coffee cup that makes drinking coffee a social media experience: it converts heat to electricity that’s used to power an e-paper display, controlled via a mobile application.

Branding coffee cups is a global trend that’s raising its head in Finland, too. Naturally, Paulig sees this as a central part of their branding and marketing in the future. Paulig Muki utilizes unique technology unforeseen in a coffee cup.

Juha Matti Raunio, Vice President TBWA and head of TBWA\Pilot said “Paulig Muki placed us with the challenge of including technology into a coffee cup so that we could convert the heat energy into electricity –without compromising design. I believe we exceeded our expectations and found new ways to improve the overall experience in re-usable coffee cups. I am very proud of our team.”

Before it hits the stores, Paulig Muki will go into beta testing. Consumers have the opportunity to be the first to try out the innovation by applying on Paulig’s homepage. The testing will be public and can be followed online.

"Coffee is a sociable drink by nature and take away -culture is on the rise. We as a small roastery based in Vuosaari wanted to find a way to put a new spin on the re-usable cups. We didn’t want to tell the consumers how to use Paulig Muki, we are developing it together with them”, says Karri Kauppila, Paulig’s head of marketing and communications.

The unit behind Paulig Muki, TBWA\Pilot is a new innovation hub that produces brand content and service innovations.

"In these times, brands need a new kind of marketing communication that combines digital with channel agnostic storytelling. TBWA’s Angry Birds for McDonald’s campaign, Window Shopping and Nissan Nismo Watch have paved the way for this kind of storytelling. The new Pilot unit will take marketing innovations into a whole new level. I am pleased to be able to offer these kinds of services to our clients both domestically and internationally.” Says Sami Tikkanen, CEO of TBWA\Helsinki