![]() Of course the virtues of a plastic cup will be obvious to anyone who's tried to serve drinks to more than a half-dozen people simultaneously. The Solo Cup Company headquarters in Lake Forrest, Illinois, photo via Wikimedia Commons And over decades the classic cup's design has been refined: its base has been squared to improve balance, ribbed grooves now line its sides for a sturdier grip. Still, in the interest of variety, Solo does offer the cup in a number of alternative colors from cobalt to canary. "It makes sense that consumers would gravitate to this color when you think about the kind of occasions it's used at," says Bikoff. It's striking, splendid, distinctly intense it's what an expert in marketing would call an "emotional" color. Meet Me Under The Disco Ball: A History of Nightlife's Most Enduring Symbolīikoff wasn't certain why Solo elected to make cherry the cup's standard hue-though the attraction is pretty apparent. It minimizes clean-up and maximizes the quality time a person hosting a party can spend with their family and friends." ![]() ![]() "It became popular with consumers straight away," she explains. The cup can furnish an event with inexpensive glassware that at the end of the night can be disposed of rather than washed and put away. ![]() The red Solo cup-only one of the company's products but by far its most recognizable-was introduced to the United States in the 1970s, as what Rebecca Bikoff, a brand manager at Solo, describes as "a time-saving solution" for the hosts of domestic social functions. The brand itself is called the Solo Cup Company, a disposable plastic goods manufacturer founded in the mid-1930s in the American midwest and acquired, in 2012, by the Dart Container Corporation. ![]()
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