A few days ago, Tom & Serg announced a simple August promotion.
Order your coffee as usual. Pick up your cup. If someone has written “FREE” on it, you don’t pay.
That’s the whole idea.
And I love it.
Good marketing starts with understanding people
There’s a tendency to believe that good marketing needs a big budget, a lengthy campaign or an influencer.
Good marketing actually only needs one thing: for you to understand people.
Tom & Serg recognised that people love a pleasant surprise. We enjoy the possibility that an ordinary day might contain a small win.
Notice, I say a “small” win. The win doesn’t have to be big or dramatic or expensive.
Because human beings love small wins. I would argue that they can feel even more authentic. They arrive without fanfare and ask nothing from us. They simply make the day a little better than it was a moment ago.
A free coffee won’t change your life. But it might change your mood. It might make you smile, message a friend or tell someone at work what just happened.
That’s enough. More than enough.
Tom & Serg also understood that customers don’t want to work for every reward.
Nobody needs to download an app, create an account, scan a code or complete a form. You only need to do what you were going to do anyway: order the coffee.
They took a familiar routine and added a little anticipation to it.
Is my cup one of the free ones?
That question is enough to make a completely ordinary transaction feel different.
The cup became the campaign
What I also love is that there’s something refreshingly physical about the idea.
In a world of loyalty apps, push notifications, QR codes and promotional emails, this entire campaign lives in a handwritten word on a disposable cup.
It feels immediate. Imperfect. Human.
For a moment, the cup stops being packaging and becomes something worth paying attention to. It carries a little suspense. You know some cups are free, but you don’t know whether yours is one of them.
A marker has changed the meaning of an object customers handle every day.
A useful reminder for anyone building a brand. You may not need to create another touchpoint. There could already be an overlooked one sitting right in front of you.
Hospitality should include delight
There’s another reason this works.
It leans on one of the most important, and often forgotten, goals in hospitality: delight the customer.
Imagine ordering the coffee you were already going to buy and then being told you don’t have to pay for it.
It probably won’t transform your week. But it’ll change that moment.
You’ll smile. You might tell the person sitting next to you. You might take a photo. You’ll probably remember it the next time you walk past Tom & Serg.
That’s what delight can do.
Customers expect their order to be correct, their coffee to taste good and the service to be friendly. Those things are essential. But they are also the baseline. They’re expected.
Delight is when something happens that the customer wasn’t expecting.
Again, tt doesn’t have to be expensive or extravagant. A free coffee. An extra pastry. A remembered name.
These moments give people a story to tell.
The story someone tells about how you made them feel is more valuable than the money spent getting their attention in the first place.
The best activations don’t interrupt the experience
The promotion fits naturally into what the customer is already doing.
Order coffee. Receive cup. Look at cup.
There are no extra steps. Nothing to scan. No form to complete. No instructions that take longer to understand than the reward is worth.
The best activations don’t interrupt the experience.
They are part of the experience.
Tom & Serg found a moment that already existed and added a little possibility to it. Even if your cup isn’t free, you still check. You still participate.
And perhaps you pay closer attention when you order again tomorrow.
Marketing doesn’t have to be complicated
Sometimes we make marketing more complicated than it needs to be.
We start by thinking about channels, content calendars, reach and production. Tom & Serg started somewhere much simpler.
How can we make someone’s coffee run more enjoyable?
The answer didn’t require a new platform or an elaborate campaign. Someone simply had to write “FREE” on a few cups.
Marketing doesn’t always need to add more. Sometimes, it just needs to make the ordinary feel less ordinary.
That can be enough.
Great idea!
A truly simple, yet great, idea. I wonder, though, about implementation. You should see the cup BEFORE paying for your order. Many places ask customer to pay upon placing order. How did this work at Tom and Serg’s place?