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Literary Coffee Cups

Chipolte's Bags and Paper Coffee Cups Feature Essays 'Cultivating Thought'

— May 17, 2014 — Lifestyle
As part of the 'Cultivating Thought' author series, Chipotle is printing its paper coffee cups and burrito bags with a number of original essays from ten different authors. The project was thought up by writer Jonathan Safran Foer as he was at a Chipotle and realized he had nothing to do, or nothing interesting to look at.

Foer is one one of the writers that contributed to the project, along with others like Malcom Gladwell, Sarah Silverman and Judd Apatow.

Chipotle expresses that its cups and bags have always has been a place for expressing "humor, thoughts, and ideas, in both word and design." The mini essays are posted on the Cultivating Thought website, but if you plan on going to Chipotle anytime soon, perhaps its better to save the reads for the restaurant.
Trend Themes
1. Branded Literary Collaborations - There is an opportunity for brands to collaborate with established writers and thinkers to create branded content that engages consumers in a thoughtful way.
2. Innovative Packaging for Marketing - Packaging could evolve from solely protective to a platform for marketing and public relations efforts, such as Chipotle's paper coffee cups.
3. Multi-channel Storytelling - With the rise of digital and social media, there is an opportunity to tell stories across multiple channels, such as Chipotle's combination of paper cups and a dedicated website.
Industry Implications
1. Fast Food Chains - Fast food chains can leverage branding opportunities that deepen customer engagement by incorporating philanthropic or artistic efforts in their product packaging.
2. Publishing - The publishing industry, particularly authors, can leverage opportunities to expand their reach by partnering with brands to create low-cost, high-impact branded content.
3. Marketing and Advertising - Marketing and advertising agencies could offer innovative approaches to packaging and storytelling that enable brands to create memorable experiences for their customers.
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