We made use of the cup to engage customers and faciltate a competition amongst colleagues and friends (potential customers). In 2008 13,000,000 BreinBekers were distributed amongst Douwe Egberts' customers who still didn’t have the new Cafitesse Coffee System. On the BreinBekers, 60 different braintrainers were printed, from Sudoku to word-riddles. Coffee drinkers could enter the solution of the braintrainer on www.breinbeker.nl and challenge other colleagues. A massive competition ensued with:Who’s the sharpest colleague?