Manhole lid to coffee

I do not know what he is saying, but I do not know what is going on even seeing the above picture. This is a manhole event in New York.
Marketing Alternatif | Street, Buzz et Guerilla Marketing >> Cafe Folgers a NYC
http://www.marketing-alternatif.com/index.php?p=527

And, if it says something, a part of the publicity of the national brand of coffee which has been popular for 150 years in America called "Folger".

Folgers
http://www.folgers.com/

I think that it would be a good topic if I do such publicity in Japan ...