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Frothy Milk as Ad Medium

In Germany, Cappuccino Comes With Expedia Offer

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Expedia Coffee Stencils

Internet-based travel provider Expedia was offering consumers in Germany some great flight deals to Italy and wanted to publicize them in a subtle and low-cost way. There are few things more Italian than cappuccino, so Expedia teamed up with coffee shop Deli Star to create a quirky new advertising medium: frothy milk.

Stencils were distributed to all of the branches, and when someone ordered a cappuccino, the server would use a stencil to mark out an offer on top of the foam -- for example, "Pisa 246 euros." Underneath the coffee cup, a paper coaster provided Expedia.de's details and explained the offer.

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