Parasols, Maraschino Cherries and Green Olives
Understanding the basics of style, however, is not enough to ensure a memorable promotion. Without proper focus, decorating efforts can go to waste. To capitalize on drinkware ornamentation, Anna Ramos, vice president of sales for Berney-Karp, Vernon, Calif., explained matching the design to the end-buyer can be effective. “We try to be direct on what the customer wants,” she said. “For a chiropractor, we do a vertebrae [mug], or we have a pink-ribbon handle for [breast] cancer. We have a double-handle [mug] if you’ve got people merging together or working together as a team.”
Though the benefits are obvious, matching the mug to the promotion doesn’t always have to be so literal. Ramos pointed out several of Berney-Karp’s more subtle and functional design features can be well-paired to marketing campaigns, like attaching carabiner-handle clips for a university promoting athletics or water bottles with mirror attachments for the opening of a new salon or spa.