Causal Impact of a TV documentary on the demand of KeepCup

A few months ago ABC aired a documentary about how much waste we produce called War on Waste. The episode revealed that Australians use about 28 disposable takeaway coffee cups per second, triggering a lot of viewers to consider alternatives such as reusable cups.

The story did not mention any specific brand of reusable cup, but it did cause a significant impact on Google searches for the most popular brand: KeepCup. Looking at historic data from Google Trends it is clear that after the episode, searches for reusable coffee cups skyrocketed, as well as specific searches for KeepCup.

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