Cofix discount-coffee chain turns its cups into billboards

Five-shekel chain to cheapen costs by advertising on cold beverages cups.

cofix sign 370 (photo credit: NIV ELIS)
cofix sign 370
(photo credit: NIV ELIS)
You may think disposable coffee cups are an instrument for conveniently taking coffee with you, but discount-coffee chain Cofix sees it as something different: a billboard.
On Tuesday, the NIS 5 coffee chain announced its cold beverages will henceforth be adorned with the logo of online insurance comparison website Wobi, in exchange for Wobi paying the cost of the cups.
“The move is designed to cheapen the costs of the network and pass them on to consumers that can enjoy a wider variety of products for five shekels,” said Hagit Shinover, one of the chain’s owners.
The reduced costs may help the coffee chain – which itself disrupted the coffee market when it premiered in September – fend off competition from new entrants to the discount- coffee market.
The idea of using coffee cups for ad space seems novel, but Israeli advertisers have found other innovative ways to earn revenue.
Bnei Brak-based Novo Ad, for example, has turned mirrors in public restrooms into ad spaces, as patrons of Dizengoff Center and the Azrieli Mall may have noticed.
Unsuspecting bathroom goers approach the sink to find commercials playing, as if by magic, through the mirror.
One-time campaigns in creative spaces are also common.
Billboard magazine once decked out urinals to look like guitars, complete with strings that could be “played” when they were peed on.
Folgers coffee put stickers over steaming manholes to make them look like savory cups of coffee.
Companies have used everything from supermarket conveyor belts to zebra crossings to put their ads on.
In 2013, the global advertising market was estimated at $532 billion, with a greater share going toward mobile and Internet ads than television, which for decades dominated the industry.
In that crowded space, it’s little wonder that advertisers are looking for other platforms to grabbing people’s attention – and that small businesses are looking for ways to cash in.