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The ‘Father of Advertising,’ David Mackenzie Ogilvy, said, “A good advertisement is one which sells the product without drawing attention to itself.”

We see billboards, posters, slogans, jingles, and paid-and-planted advertisements in our daily lives. They have literally been thrust down our throats. Most people have almost become conditioned to big-name brands at first sight because of their exposure in life. It is visual advertising that rapidly flashes before our eyes. Whether we like it or dislike it, we have no choice but to view the advertisement.

Subliminal advertising has emerged as an upcoming form of advertising.

• Non-Intrusive Advertising: It offers subliminal messaging that does not bother the customer.
• Psychological Implication: It is a science that may make contact with the subconscious psyche of the targeted prospects.
• Increases Brand Awareness: It works well to create brand awareness without coming across as aggressively commercial.
• Universal Platform: Paper cups turn out to be an excellent platform through which subliminal messages can be portrayed.
• Cost-Effective Option: It saves a lot compared to the regular forms of advertisement.

About Subliminal Advertisements

What about the advertisement that is not there? This kind of advertisement has existed for decades. The advertisement indeed exists, but people do not realize its presence. What is such a kind of advertising referred to as? ‘Subliminal Messaging.’

Subliminal advertising pertains to the surreptitious art of reaching consumers through a medium that does not shout and bellow for attention.

The best examples of subliminal messaging are paper cup ads. Unlike a billboard or a pamphlet, a paper cup ad is viewed as ‘not pushy advertising.’ It is a kind of advertising which is not advertising.

It is simply one of those paper cups people go to the store and buy for their daily shot of caffeine. However, without them knowing, that same cup by which they just received their cup of coffee or tea has become a miniature campaign for that brand advertised on it.

Branded paper cups, in truth, are small billboards or quarter-page print ads carrying all the information a customer may want or might need to have handy about a product or a service. It is a little bit more than what meets the eye.

It draws the customer’s deeper mind without making a person consciously aware of it. No better way will convince consumers more than tapping the subconscious. Subliminal messaging is often used in movies, wherein certain products are subtly inserted into the frame, thus convincing consumers to buy them.

• Subtle Influence: Subliminal messaging can affect consumer behavior without explicit prompts.
• Mass Distribution: Paper cups are dispersed all over, which in turn intensifies brand awareness.
• Brand Recall: The consistent use of branded cups might also enhance the user’s ability to recall the brand.
• Consumer Outreach: Subliminal outreach to consumers strengthens the brand’s connection.
• Out-of-the-Box Marketing: Innovative usage of the familiar paper cups may be a productive and unique marketing platform.

Does It Work?

For those who still wonder if subliminal messaging really works—it does! Paper cup advertising is sneaky and super responsive, not ‘overpowering’ the consumers. 

The paper cup is just a vessel meant to carry hot beverages. Millions are sold worldwide for just the same reason. And here is where it turns out to be an excellent billboard to advertise a brand.

Subliminal advertisements feed from the fact that consumers usually overlook insignificant cues. As a consumer takes a sip of his or her beverage, the consumer interacts with the product without the intense pressure of a conventional advertisement. This casual form of interaction encourages a more positive mindset with the brand that is being advertised.

This advertising strategy capitalizes on the addictive propensity of drinking coffee or tea. Each time a consumer purchases the same drink in a cup endorsed with a particular logo, that consumer will always be reminded, through the beverage, to take brand loyalty to the next level.

• Consumer Familiarity: Exposure generally makes consumers familiar with the brand, and familiarity breeds brand loyalty.
• Non-Intrusive: Unlike traditional advertising, subliminal ads do not interrupt the consumer experience.
• Emotional Association: The pleasure derived from the consumption of a product can lead to an association that positively affects brand image.
• Low Effort, High Impact: Consumers would invest very little, but the impact at the brand level can be very high.
• Works in All Contexts: Branded cups can easily reach different people, whether it is in a café, office, or at an event.

High Exposure & Value for Money

Not only does the subtlety associated with paper cups make them a favorite medium of advertising, but their wide exposure also enhances their effectiveness. Since paper cups are moving billboards, they carry the brand message from the vending machine to workplaces, supermarkets, colleges, or literally anywhere else. The possibilities are endless.

It also costs much less than those TVCs, print media, or billboards. This affordability makes it appealing for brands of all sizes.

Forget advertising. Try non-advertising. Try promotional paper cups! For subliminal advertisement of your brand message using paper cup advertisements, look to the wide extent to which this strategy is spread and cost-effective.

• Cost-Effective Marketing: Paper cup marketing is an inexpensive way to market.
• Mobility: The versatility of the use of cups increases exposure to the brand.
• Brand Messaging: Every cup is an out-of-home advertisement that can interact with the customer on the move.
• Limitless Exposure: The numerous places where the paper cups are being used can expose a brand to several exposures.
• Innovative Approach: Using everyday items as advertisements can bring about some unique marketing ideas.

Final Thoughts

Subliminal marketing on paper cups is very distinct, with the aim of reaching the consumer without bombarding them.

• Subtle Contact: It is subconscious. Hence, brands should not be obnoxious to the consumer.
• Cost-Effective: It is cheaper compared to other forms of advertising.
• Wider Coverage: Since they are portable, paper cups may pass across more people when used in many aspects of a person’s life.
• Consumer Loyalty: Exposure leads to consumer familiarization with the brand and, hence, loyalty.

This new approach to the conventional form of marketing will be giving people paper cups of subliminal messaging.

Subliminal messaging is one tool that may be acquired through paper cup advertising, thus becoming a great opportunity for brands trying to stick in your minds.