A Toast to the Coaster: Put Your Message Under Glass and Watch as the ROI Spills Over

Posted Tuesday, April 07, 2020

A Toast to the Coaster: Put Your Message Under Glass and Watch as the ROI Spills Over | H&H Graphics

With their small size and practical roots, drink coasters might seem an unlikely canvas for art and advertising, but in fact, they're proving to be a creative marketer's dream.

Who would guess that they were invented in Germany in the 1880s to protect beer from flying insects? Back then, only the well-to-do could afford the porcelain tankard mugs with lids known as beer steins.  Working people needed to protect their beer from bugs and the inexpensive coaster, or bierdekel, was created, according to Conde Nast Traveler.

Eventually, the coasters were placed under the beer mugs to protect tables and absorb liquid that spilled over the top of the glass.

Practical and inexpensive, the coaster was a blank canvas for advertisers whose message could be viewed numerous times over the course of a leisurely meal or a round of cocktails as a glass was raised again and again. It wasn’t long before companies saw a chance to imprint personalized messages and promotions on them.

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