Consumers are increasingly sensitive to the amount of single-use plastic in food and drink packaging. Coffee cups, though recyclable, have become a focus of government consultation and campaign group activity. Starbucks asked 3 Monkeys Zeno to create a media campaign around the trial of a 5p paper cup charge in 35 stores in central London. The bold move created more than 200 pieces of media coverage, including a slot on BBC Breakfast. It also resulted in a 156% increase in the uptake of reusable cups in trial stores. The trial was endorsed by stakeholders including Mary Creagh, MP of the Environmental Audit Committee and resulted in a threatened ‘latte levy’ being dropped from Chancellor Philip Hammond’s 2018 Budget.