the best part of waking up...is folgers in your cup

A print sticker thing of a cup of Folgers coffee was placed on top of manhole covers all over the city of Manhattan. Holes on the print allowed the steam to escape and creating an effect of a hot cuppa. Around the cup it says "Hey, City That Never Sleeps, Wake up. Folgers" It uses the commonly used saying of New York City while trying to market Folgers coffee. This was extremely creative, most people walking would probably ignore a manhole but by adding this visual element, it certainly gets peoples attention. Folgers capitalized on New York City to be a generally walking population and the fact that there are manholes everywhere. The only problems I could see occurring with this ad would be it getting worn and dirty from people and other elements. And what happens when someone needs to use the manhole?