Companies regularly re-brand themselves as part of a natural process of evolution and development and Benders Paper Cups has been busy helping some of them to extend that branding and build better customer awareness.
We’re the age of climate change, air pollution and other man-made phenomena, so environmental sustainability has to be an integral part of any company’s public image .
The use of products made from sustainably sourced materials, such as paper cups that can be recycled after use, enables a company to showcase its environmental credentials and demonstrate that its practices are inline with its values.
Connect Vending is a case in point. At the heart of the company’s new business and brand values lies ‘sustainable sourcing’ across the breadth of its product range and best practice in environment awareness. That’s why, having previously used plastic cups, Connect switched exclusively to Benders’ paper cups, as PV reported in January 2015.
Olid Uddin, Connect Vending’s Marketing Manager, put it succinctly: ‘customer enjoyment is much more than just the drink’, he said ‘it’s about the total experience, and our customers need this to deliver on their environmental beliefs as much as beverage quality’.
Benders believes that its cups are well-placed to project the kind of image a modern business needs. ‘We manufacture a wide range of paper vending cups, with environmentally friendly water based custom printing to endorse and promote customer branding, Adrian Pratt told PV. ‘We’re ideally positioned to endorse Connect Vending’s values. All our cups are made in the UK, all our cupboard is sustainable with PEFC Chain of Custody accreditation and we’ve retained BRC/IOP Global Standard for Packaging and Packaging Materials A Grade status for three years running.’
The Connect Vending brand champions this new positioning and the company has gone one step further by joining forces with Simply Cups, who will ensure that its paper cups are collected and recycled into the highest value new material possible. Connect is communicating its revised positioning by means of exciting and innovative cup designs, as Olid explained. ‘Apart from the machines, the cups are our only direct connection to the end user, so they are the best means we have at our disposal to get our image across. We worked closely with Benders to bring our designs to life and we hope this will be a stepping stone to doing other exciting projects with our paper cups in the near future.’
‘Benders paper vending cups enable Connect Vending to take their new message directly to their customers, to put it, quite literally, right under their noses’, Adrian said, ‘and the range of designs at their disposal adds extra interest to every drink they serve.’
