Self-initiated product launch. "At first glance this may seem like an average mug, but it won't be long before you realize that this vessel is something special—because it says so right on it! And, in case owning the World's Greatest Mug isn't enough, we've sweetened the deal: You'll also receive The World's Second Greatest Mug—a slightly lesser value—absolutely free. Give both as a gift or keep one for yourself (we won't tell!). The World's Greatest Mug is set in Helvetica Bold. The World's Second Greatest Mug is set in Arial."