Aside from their practical purposes, plastic paper, and foam cups serve as marketing tools. Thousands of cups carrying a brand's logo equates to thousands of people introduced to the brand. Just imagine the kind of visibility that custom plastic airline cups--1 million used every six hours--get, exposed to more than 3 million people flying worldwide every day. Very few logo-imprinted items get that proximity to such a big audience in a subtle manner.

In the corporate world, custom party cups used in parties, luncheons, picnics, and company and outdoor marketing events contribute much to a brand's popularity. Consistency is achieved with custom party essentials like paper and plastic plates, spoons and forks, and dinner napkins. Coffee shops, restaurants, fast-food joints, and casual dining establishments can further their reach by adding their logo to custom foam cups for take-out gourmet coffee. Marketing messages, offers, endorsements, and trivia can be imprinted on java jackets to give these custom coffee cups some personal touch. During product testing, personalizing custom paper cups with a logo helps in pushing a new brand to the spotlight and enhances brand recall. Additional implements such as custom beverage or cocktail napkins further help in boosting a brand.

Product campaigns tied to infant food, formula, and medicine can make use of practical tools like custom baby cups, bowls, and bibs to improve consumer recognition. Custom measuring cups for medicine, milk, and other food purposes are practical and relevant giveaways for infant brands. However, great care has to be exercised in selecting giveaways meant for infant use as stringent health and food standards apply.