Strategy: The advertiser, a new company competing with several established brands, sought to draw attention to its presence in the coffee industry and to the "Thermatic" brand it had acquired. Two weeks prior to the National Coffee Association trade show, plastic coaster imprinted "Thermatic" were sent to association members with an invitation to visit the advertiser's booth and pick up a personalized coffee mug. When they visited the booth, show registrants were given plastic bugs with their names written on them by exhibit personnel. Plastic cowboy hats were placed on female visitors, who also received a badge made from one of the white coasters and a blue sash silkscreened "Miss Coffee 1981 Contestant." A polaroid picture was taken of the "contestant" and deposited in a box. The woman whose picture was drawn at the end of the show received an automatic coffeemaker and a year's supply of the "Thermatic" brand coffee. To add humor to the western theme, booth personel distributed "B.S. dipsticks" to special accounts and persons signing new accounts.