Nowadays the world's leading consumer brands often use the paper cup as an advertising medium for marketing new products and films launched on the market and for image campaigning. Stora Enso expects that the value of promotional cups will continue to grow globally because of their power in promoting and strengthening brand identities.

The advertising agency Young & Rubicam has recently published its review on global consumer brands. The company interviewed a total of 45,444 consumers in 19 countries. Of the top 10 brands, Coca-Cola was the best known, while the film and entertainment giant Walt Disney was the second best known. In addition to these power brands, McDonald´s is recognized as a global brand as well. These companies have a clear brand hierarchy and they also invest strongly in board-based promotional cups as a marketing medium.

"The use of paper cups to present new films or to launch new fast food menus has increased considerably over the past two-three years," says Päivi Suutari, Technical Marketing Manager for Stora Enso Packaging Boards.

"Companies want to include paper cups in their range of advertising media, as the price of the advertising space on paper cups generates a good return for investment and the same concept works everywhere in the world. Until now, global consumer brands have been the most significant users of this concept," she continues.

The use of paper cups for various marketing and promotional purposes is also becoming more popular among small café and retail chains. The catering disposable manufacturer Benders, which has its head office in London, has identified a strong and growing demand from the city's new enterprises wanting to advertise and promote themselves on paper cups.

"The cup is actually the only packaging product in the fast food culture that is not thrown away immediately, but which is carried around the city in the consumer's hand. The cup can carry increasingly complex print and now forms an integral part of the caterers marketing mix to drive consumer awareness and bring them in to their units. The advertising and support of sporting events is now also promoted by using paper cups. A good example of this is the Nescafé sponsorship with the Wimbledon Tennis Championships. In the same way, sandwich and fast food chains market their own products and special offers, and since the cups are recyclable they also meet the environmental aspirations of the leading sandwich chains," says Adrian Pratt, Marketing Manager for Benders.

"Theme promotion is all the rage at the moment and by using cups the company can quickly and cost-effectively raise awareness throughout the country," he continues.

The advent of process printing and complex six colour printing demands the highest quality printing surface in addition to absolute technical functionality. Benders, which is the leading catering disposables manufacturer manufacturer in the UK, uses Stora Enso's Ensocup in its paper cups. Ensocup (170-350 g/m2) is suitable for demanding hot or cold drink use, and the wide range of grammages ensures that cups are available for a variety of purposes. It can be PE coated on one or both sides, or claycoated Ensocotecup can be used. In addition to good runnability Ensocup is hygienic, taint and odour free and has a 3-layer structure. Each layer consists of bleached sulphate pulp. The cupstock is also recyclable.


For further information, please contact:

Stora Enso Oyj Packaging Boards
Mrs Päivi Suutari, Technical Marketing Manager
FIN-55800 Imatra
FINLAND
Tel: +358 2046 22407
Fax: +358 2046 24719
E-mail: paivi.suutari@storaenso.com

Stora Enso Australia Pty Ltd
Mr Alan Rochford
Level 17, NCR House
8-20 Napier Street
AUS-North Sydney NSW 2060
AUSTRALIA
Tel: +61 2 9955 4855
Fax: +61 2 9955 7933
E-mail: alan.rochford@storaenso.com.au

Stora Enso Austria Ges. m.b.H
Mr Walter Strohmayer
P.O. Box 137
A-1050 Wien
AUSTRIA
Tel: +43 1 546 55
Fax: +43 1 544 8304
E-mail: walter.strohmayer@storaenso.com

Stora Enso Deutschland
Ms Jalliina Järvinen
Große Bleichen 30
D-20354 Hamburg
GERMANY
Tel: +49 40 350 99 150
Fax: +49 40 350 99 101
E-mail: jalliina.jarvinen@storaenso.com

Stora Enso France S.A.
Mr Alain Piattier / Maila Grastilleur
15/25 boulevard de l'Amiral Bruix
F-75782 Paris Cedex 16
FRANCE
Tel: +33 1 5364 79 00
Fax: +33 1 5364 79 90
E-mail: alain.piattier@storaenso.com / maila.grastilleur@storaenso.com

Stora Enso (HK) Ltd.
Rm 3605-6 World Trade Centre
Mr Donny Chan
280 Gloucester Road
HONG HONG S.A.R.
Tel: +852 2312 1223
Fax: +852 2576 1480
E-mail: donny.chan@storaenso.com

Stora Enso Interamericas, Inc.
Mr Timo Petteri Vuorio
8750 Doral Boulevard
Suite 270
Miami, FL 33178
U.S.A
Tel: +1 305 716 9799
Fax: +1 305 716 5441
E-mail: timo.vuorio@storaenso.com

Stora Enso Italia srl
Mr Renato Somekh
Via A. Volta, 16
I-20093 Cologno Monzese
ITALY
Tel: +39 02 251 514 74
Fax: +39 02 251 514 59
E-mail: renato.somekh@storaenso.com

Stora Enso (Middle East)
Mr Martti Harju
R/A 8 - HB1
Jebel ali Free Zone, Dubai
Mail: P.O.B. 61265
Dubai
UNITED ARAB EMIRATES
Tel: +971 4 8836 819
Fax: +971 4 8836 826
E-mail: martti.harju@storaenso.com

Stora Enso Nederland b.v.
Mr J.W.Klarenbeek
Postbus 12386
NL-1100 AJ Amsterdam
THE NETHERLANDS
Tel: +31 20 650 5555
Fax: +31 20 650 5622
E-mail: jan-willem.klarenbeek@storaenso.com

Stora Enso North America Corp.
Mr Michael Walsh
Two Landmark Square, 3rd Floor
Stamford, CT 06901-2792
U.S.A
Tel: +1 203 356 2300
Fax: +1 203 356 2343
E-mail: michael.walsh@storaenso.com

Stora Enso Scandinavia AB
Packaging Boards
Mr Joakim Stockhaus, Sales Director
P.O. Box 70395
SE-10724 Stockholm
SWEDEN
Tel: +46 8 613 6600
Fax: +46 8 613 6770
E-mail: joakim.stockhaus@storaenso.com

Stora Enso Singapore Pte Ltd.
Mr Tom Alfthan
360 Orchard Road #11-01 International Building
SG-Singapore 238869
SINGAPORE
Tel: +65 235 3485
Fax: +65 737 4278
E-mail: tom.alfthan@storaenso.com

Stora Enso Singapore Pte. Ltd. Representative Office
Mr John Winther
Block 154-2-11
Kompleks Maluri
Jalan Jejaka, Taman Maluri
55100 Kuala Lumpur
WEST MALAYSIA
Tel: +60 3 9818122
Fax: +60 3 9873122
E-mail: john.winther@storaenso.com

Stora Enso Southern Africa
Mr Vesa Pärssinen
P.O. Box 12900
N1 City
7463 Cape Town
SOUTH AFRICA
Tel: +27 21 595 0942
Fax: +27 21 595 1688
E-mail: vesa.parssinen@storaenso.com

Stora Enso UK Ltd.
Packaging Boards
Mr Roy Bray
1 Phoenix Place, Phoenix Centre
GB-Nottingham, NG8 6BA
UNITED KINGDOM
Tel: +44 115 964 7100
Fax: +44 115 964 7170
E-mail: roy.bray@storaenso.com

Benders (F. Bender Limited)
Mr Adrian Pratt, Marketing Manager
River Park House
225 High Road, Wood Green
London N22 4HJ
ENGLAND
Tel: +44 20 8889 3161
Fax: +44 20 8889 0942

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