AMT Coffee is a coffee business that have commuters as their main Target Market. They were the first coffee chain market to be introduced to the UK and the first to use fairtrade goods in their coffee. In order to encourage more frequent users to the stores and to continue their stand as trend setters; the "Refill Your Cup" campaign has been introduced.

Thermal mugs are an important accessory to commuters as it keeps their coffee sealed and hot. Encouraging users to use these will reduce the waste created by paper cups, and also add a personal touch to the individual. Seasonal designs can also be released to entice users to buy one.

Through these means, customers will be encouraged to use AMT Coffee, attracted by the thermal mug designs and the discount provided.