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A better cup takes off

The custom-branded Thermo Grip™ by LBP is much more than just a coffee cup.

Southwest Airlines passengers now sip the airline's signature LIFT® coffee from an improved new cup. It's easy to hold, heat retaining, environmentally friendly and sends an updated brand message for the airline as well.

It is the patented Thermo Grip™ cup by LBP Manufacturing, which features a 360' double wall air chamber that keeps beverages warm longer and limits external heat transfer to the hand. Its 25 percent recycled material content is the highest recycled content in an insulating cup.

“Not only does the cup retain heat very well, it is also very comfortable in the hand,” says Josh Neal, Associate Manager of Customer Experience for Southwest.

The Thermo Grip"' outshone competing cups in the request for proposal process the Dallas-based airline conducted when it replaced its in-flight coffee cup.

Neal cites the superior insulation, comfort factor and competitive cost of the Thermo Grip™ as key reasons for selecting it. The latter "is of the utmost importance in our industry," Neal says.

In addition, Southwest was able to custom brand the Thermo Grip™ with messages developed by its in-house creative team.

“If you are familiar with Southwest Airlines, you know that we love to be in full control of the experience      that we provide the customer,” says Neal. “We were able to 100-percent control the creative and the branding experience of the cup.”

The cup showcases the LIFT® brand name and slogan "A Cup Above the Rest” as well as the corporate logo and the high recycled material content. In addition, it is a great vehicle for highlighting the corporate philanthropy: "Southwest Airlines proudly donates to the Green Energy in Peru Project. Drink our coffee and LIFT® others!”

"It is very cool that we can not only own this, but also tie into other branding opportunities that make this much more than just a cup of coffee,” says Neal.

Another highlight of the Thermo Grip™ cup is its high recycled material content, more than twice the amount of the cup the airline formerly used. We try to be a very green company as much as we can, so that was a great green touch point for us,” Neal says.

The compactness of the cup is yet another plus. “The cup is also really great for us because our storage on board is very limited,” says Neal. "It holds the same amount of coffee as our former cup, but we are able to fit more cups within the galley storage space than we did before.”

“We know that LBP has a significant product, and once we branded it to our liking, it just made a ton of sense for us,” adds Neal.

For more information about how the Thermo Grip"' cup can boost your coffee program, visit www.lpbmfg.com or contact LBP Manufacturing Marketing Manager Sherry Gorsich at 708-329-1505 or sgorsich@lbpmfg.com.

This post is sponsored by LBP Manufacturing

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