# Pop-Up Paper Coffee Mugs Nescafe Equipped Newspapers with Two Cups to Start Conversations By Laura McQuarrie | Published 2014-07-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/paper-coffee-mugs References: [adeevee](http://www.adeevee.com/2014/07/nescafe-nescafe-pop-up-cafe-direct-marketing/) & [nescafe](http://www.nescafe.com/) 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](https://www.trendhunter.com/trends/limited-edition-flipbook) [paper coffee mugs](https://www.trendhunter.com/trends/home-compostable-coffee-cups). 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](https://www.trendhunter.com/trends/nestle-soluble-coffee) experience for two absolutely anywhere. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 19% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Pop-up Experiences:** Creating interactive and immersive experiences that surprise and engage consumers. - **Sustainable Packaging:** Developing eco-friendly packaging solutions that are both functional and visually appealing. - **Disposable Technology:** Designing innovative products that combine convenience with environmental consciousness. ### Sectors Adopting This - **Food and Beverage:** Exploring new ways to provide unique and convenient food and beverage experiences to consumers. - **Print Media:** Incorporating interactive elements into traditional print media to create engaging and memorable content. - **Eco-friendly Products:** Developing sustainable alternatives for disposable products in various industries. ## Related on Trend Hunter - [Sustainable Cafe Delivery Cases](https://www.trendhunter.com/trends/paper-pulp-coffee-carrier.md) - [Flatpack Outdoor Coffee Makers](https://www.trendhunter.com/trends/brutek-collapsible-pour-over.md) - [Collapsible Metallic Coffee Carriers](https://www.trendhunter.com/trends/collapsible-stainless-steel-cup.md) - [Collapsible Folding Carrier Cups](https://www.trendhunter.com/trends/origami-cup.md) - [All-In-One Compostable Cups](https://www.trendhunter.com/trends/the-butterfly-cup.md) - [Refillable Coffee Pouches](https://www.trendhunter.com/trends/nescafe.md) - [Ready-to-Sip Tea Cups](https://www.trendhunter.com/trends/cup-ji.md) - [Pocket-Sized Collapsible Coffee Cups](https://www.trendhunter.com/trends/zerowaste-cup.md) - [Card-Labeled Coffee Bags](https://www.trendhunter.com/trends/blueprint-coffee.md)