Unless you're reading aloud, flipping through a newspaper first thing in the morning is typically a solo activity, unless you happened upon one of the newspapers containing Nescafé's paper coffee mugs.
The paper cups were flat-packed and could be popped off of the page and formed into a 3D mug shape, complete with a handle and everything. For an instant cup of coffee, all people had to do was add hot water to the paper mugs. Although paper doesn't sound like it goes together very well with scorching hot liquids, the cup seems to be made from a paper that's quite thick, so it keeps its shape pretty well.
The Nescafé stunt has been dubbed the 'Pop-up Café,' and it's a smart way to create an instant coffee drink experience for two absolutely anywhere.