“The Silver Snail, Toronto’s most famous comic shop, is also home to the Black Canary Espresso Bar. Our challenge was to let people know about the café within the store and improve sales, all on a limited budget. We created a series of limited-edition superhero coffee sleeves and gave them away with the first 200 coffees sold. We ended up with more than 25 million media impressions across comic, design and advertising outlets, and news networks. We also reached nearly a million fans through social media. Overall, our earned media was ten times over the cost of the campaign.”