With its leak-resistant lid and super-sturdy design, Dixie® To Go cups are built for the millions of coffee-drinking Americans who “crush” their mornings—from dads who serve up Michelin®-star PB&Js for their kids to moms who captain minivans full of toddler-sized scream machines. But more often than not, these feats of awesomeness go unnoticed.

So we set out to transform the coffee stopper, an ordinary spill-prevention device that plugs the lid of your coffee cup, into a trophy for A.M. all-stars. This led to the launch of The Crushtomizer, a website designed to let these morning dominators flaunt how they “crush it” by designing their very own, very awesome 3D-printed coffee stoppers made specifically for Dixie® To Go cups.

At Crushtomizer.com, people chose from a suite of designs, colors and word combinations (constructed in real time using WebGL), allowing them to create a unique Dixie® To Go coffee stopper that best encapsulated how they “crush” their mornings. Upon completion, their coffee stopper design was sent to a 3-D–printing facility, where it was created in real time and shipped to them free of charge.

The result? A badass piece of plastic that let Dixie® To Go customers drink coffee, avoid spills and humble-brag all at once.

The Dixie® To Go campaign was extremely effective from a business-objective perspective. The campaign contributed to growing dollar share by 4.83% YOY and increasing household penetration by 10%, both huge feats given household penetration was a main objective of the campaign. Furthermore, the campaign helped to increase household penetration trial by almost 14%, encouraging new consumers to engage with Dixie® in what is a very competitive category.

From a campaign perspective, the Crushtomizer garnered 10.2M earned impressions from PR and social conversation, sparking huge buzz among our core Dixie® To Go audience as well as entirely new fans.

With a 13% conversion rate, we exceeded e-commerce benchmarks and distributed more than 10,000 coffee stoppers in 20 days—on average, running out within five minutes each day.

By the end of the month, we tripled our server bandwidth to handle the immense site traffic.