Marketing Currents - Business and Marketing Current Events

Panera Reveals ‘Ugly’ Festive Cups for the Holiday Season, Designed by TikTok Star Emily Zugay


Panera is embracing the “ugly’ with its 2021 holiday cup collection. 

The restaurant chain on Thursday dropped its limited line of reusable cups with a perfectly imperfect twist, paying tribute to the ugly holiday sweater trend with a series of “ugly” designs.

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Discussion Questions:

  1. What is packaging?
  2. How might packaging provide a marketing opportunity for brands like Panera?
  3. Why do you think Panera is serving up “ugly” cups during the holidays?
  4. What is influencer marketing?
  5. Why do brands engage in influencer marketing campaigns?
  6. How do you think brands determine which influencers to partner with?
  7. Why do you think Panera chose to partner with Emily Zugay for this campaign?
  8. What do you think the goal of this campaign is for Panera? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.