A new gelato place opened here in Walnut Creek not too long ago. I can’t for the life of me remember it’s name (“Gaia” I think… it’s right behind Il Fornaio on Broadway) and that’s a genuine shame, because not only are they a cool little place, but there’s this nice little added bonus.

See, the gelato comes in these nifty little plastic cups that feel anything but disposable. Unlike paper cups or even those faux plastic cups my salsa often comes in, these look and feel expensive and solid, almost like a slightly thinner version of Tupperware. In fact, I plan on hanging on to mine and using it as a paper clip holder since I so desperately need one (the paperless office is a myth, expecially in a marketing firm). I imagine other, more creative people will find other, more creative uses for them. So, if this place catches on, these cups could pop up all over the place.

Sounds great for them, right? They’re not part of a chain I’ve heard of, like Gelato Classico or something, so I’m guessing they could really use the exposure. But here’s the super-missed opportunity – there is absolutely no branding whatsoever on the cups. Not even a little molded version of their logo or name. I’ve already started sneezing them to the folks in my office (the company calls it gelato but, like so many places, it’s really just ice cream. But it’s really good ice cream) and the cup is pretty eye-catching. But since I can’t remember the name, the brand or anything else – just the location – I could be sending folks to the wrong place. Or, since I feel like a fool for having forgot the name so soon after visiting them, I may not bother to share the experience at all.

Big, huge, grotesque mistake on their part. The cup alone should sneeze for them and it will now serve as a daily reminder to me of their existence. That is, until I forget where I got the cup in the first place. With no branding on it to remind me, that’s a huge advertising beacon that just burned out.