It was absolutely critical for Delisoft to make a big impact among this audience with their REGINA kitchen towels and gain more key contacts. But they are a tough crowd and not easily impressed.

We recognised that business deals are best negotiated over a cup of coffee. So, to promote REGINA, we brought this insight to a whole new level. For the Markant Trade Fair, we came up with a world-first promotional item design: the branded coffee stain.

As well as being a unique creative idea, it beautifully demonstrated the product. Because what was used to remove the stains? REGINA kitchen towels of course.

It also became a real talking point at the fair and a lot of coffee was spilled on purpose, just to see the stain. And each one was wiped away with a REGINA.

This initiative helped the business talks, so the branding stain contributed to the closing of 20% more business deals. About twice as many business contacts were established than in the previous year, giving Delisoft a great foundation on which to build relationships. Also, 36 mugs disappeared…