WHAT’S A MUGSHOT?

They are customizable tumblers that replace disposable cups, allowing users a way to express their individuality. The removable, interchangeable skins are similar to ones used on cell phones, laptops and mp3 players, cut to seamlessly fit around the tumbler’s body.

BETTER THAN DISPOSABLE

Disposable cups are used once then discarded. Different sizes, options for hot or cold, and separate lids have to be made available. All this is an unnecessary environmental waste, especially for consumers that frequent Starbucks on a daily or semi-weekly basis. The superior nature of a Mugshot over disposable cups is worth the one time purchase price. Being a large size (I imagine either 16 or 20 oz), means it can accommodate several beverage sizes. The body is ergonomically designed to fit comfortably in your hand and is equally adept at holding cold and hot drinks. When the lid is snapped shut it is virtually leak proof, and the drink hole is a perfect size to fit a straw.

Another benefit is that if left out on a desk or at home, Mugshots are like art objects. People would have to look twice before realizing they weren’t vases or sculptures. We tend to use items more when they are pleasing to look at…and I’ve never seen a disposable cup proudly displayed.

PRODUCT FEATURES

-A logical tie in to the environmental benefit of a non-disposable cup would be to manufacture the tumbler out of recycled plastic.

-The removable, reusable, vinyl skins would be waterproof (possibly printed using soy based ink).

-Starbucks would create a separate website or add an area to their existing one, where additional skins are sold in a variety of styles and themes. The art could be created in-house, and the site could also allow users to submit their own images for sale to increase consumer participation and loyalty. Plus consumers who submit graphics that are bought by others would earn points able to be redeemed for free merchandise, coffee, etc.

-A percentage of proceeds from the sale of Mugshots and skins would go towards Starbucks supported environmental initiatives.

INCENTIVE PROGRAM

An important part of what will encourage consumers to use Mugshots when they go to Starbucks for coffee or tea is the incentive program. On the bottom of the tumbler is a unique barcode and I.D. number. After purchase, the user registers it on the website and an account is created. From then on, every time it’s refilled, the Barista scans the barcode (or if it’s more practical taking into consideration the technology that currently exists in the stores, the I.D. number could be entered instead), and “Star Bucks” are added to their account. When certain amounts are reached, these Star Bucks can be redeemed for free coffee, skins and other promotions.

PACKAGING

There is no packaging per se, as it would be an unnecessary waste. Instead, the Mugshots would be in the store on a display unit. Three to five different skin designs (maybe created by famous designers like Kate Spade, Jonathan Adler) would be available to choose from. The instructions on how to register on the site and product info would be on paper rolled inside the tumbler. These instructions double as a free beverage coupon for the Mugshot, insuring its return to the store where it would be recycled.

CONCLUSION

As you can see; the design, options, practicality and incentives form a 360 degree, cohesive approach to creating and supporting a new product that significantly reduces the need for disposable cups, while simultaneously increasing customer satisfaction.