I came across an interesting campaign. Internet-based travel provider Expedia in Germany wanted to promote their low cost flight deals to Italy while publicizing them in a subtle manner.
What get’s more Italian than the cappuccino?
Expedia teamed up with coffee shop Deli Star to create a unique new advertising medium: foaming, fluffy milk. Stencils were distributed to all of the branches and when customers ordered a cappuccino, the server would place the stencil over the milk froth and shake the chocolate powder over the top. The offer would remain on top of the foam! Also, underneath the coffee cup there was a paper coaster printed with Expedia.de’s details and text.
Due to sensational feedback, the Italian campaign will be repeated this year.