KeepCups mission is to encourage the use of reusable cups. They do this by delivering sustainably made products that are fit for purpose in the context of a positive global campaign that strives to make a difference to how they think about convenience culture. Through the widespread sales of KeepCup they want cafes to lift reuse rates to 40% reusables in the “to go” environment. Implicit in this objective is the knowledge that brand in hand is the most effective way to drive reuse behaviour.