Castelli's production of a limited run of classic Italian espresso cups, emblazoned with the corporate scorpion, has become one of the 'must have' freebies at this year's Eurobike. Only 200 cups were screen printed, and they're presented at the show in pairs in a special edition box.
Ten boxes have been given out to lucky booth visitors every day of the show.
"We had the idea three weeks ago," said Soren Jensen, Castelli's global marketing executive.
"Only subscribers to the Castelli e-newsletter were told about the promotion but it went crazy on social media and we got so much interest from our international distributors we shall put the cups into next year's catalogue."
The production versions will feature a different design. Industry executives were falling over themselves to grab a boxed set.
Chris Smith, global PR for Lazer Helmets of Belgium, tweeted that snagging a set at Eurobike was to be "my new mission in life."
The thick-walled, heavy cups are made in Milan. Cycling and caffeine go well together. The traditional cyclist-and-coffee money shot is the pro on a bike leaning against a counter in the Tour de France village depart sponsors area, sipping an espresso. But pro cycling’s link with caffeine runs far deeper than that. Italian espresso machine manufacturer Faema sponsored a pro cycling team in the 1960s in order to promote its innovative machines.
WIN THIS SET (update, it's been won...)
Here's how. Follow Castelli on Twitter. Then tweet how much you'd really, really like these sweet little cups, using the hashtag #castellicups I'll pick a name out of the digital hat on Monday. I'm @carltonreid on Twitter. UPDATE: The lucky winner was Graeme Shaw.