Is Your Coffee Profanely Good?

by Jason
June 29, 2009

frankly-good-coffeeI don’t even drink coffee, but this tempts me to try some to make sure I still don’t like it.

Mystery Engages

Appearing to tape over some key vowels really gets your mind moving… “did someone have to censor this ad?” or “was it a mistake?”

Making people think about something or feel like they are breaking a rule will always engage them.

At the Enterprise 2.0 Conference last week in Boston, I was talking with a new friend about how she got some stickers from one of the vendors but was told “not to tell anyone or give any away”. Even though she saw right through the reverse psychology, it still got her talking about them. Be clever, be mysterious, and engage the mind.

Risky? Yes

Yes it will still piss some people off, and it is a risk, but some of the best marketing takes big risks. It goes up to an edge, implies gratuity, but does not cross over. It messes with you a little, and if you are not too uptight will likely make you laugh.

They are obviously not marketing to a family audience with this sign, they want to shock the poor tired schmo that is walking by, trying to drag himself through another long, dry day. The sign alone, while subtle at first, might just smack the tired off your day. Imagine what the coffee will do. It does not send the wrong message for the audience they are after.

Cocky Can be Cool

Most ads are careful. Most ads are safe. When an ad or branding steps our of the normal, it gets noticed. Most ads are not cocky, this one is, and it makes you wonder why. It is no universal solution, but it is fun when done well.

Does your brand take risks with its marketing?

image via Shiny Things

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  • I like it. In turn, I can also understand the reverse point of view in that some families and people will take offense. In today's marketing environment, I think finding a niche is one of the most important aspects in terms of a marketing plan. Once you know the niche, you can execute. They have determined that their niche is the person who does not take offense to an occasional swear word. I applaud this as today's society is becoming more accepting of the swear word (in my opinion). Bold move, but one that could work.

    Great post.
  • Jason,
    Agree with much of your argument, but this example is as lame as it gets. It's cliche, has been done a million times, and lacks the one fundamental quality that all advertising should have: originality. Yes, take chances, yes, avoid being safe, yes be provocative. But for God sake don't recycle one of the oldest techniques in advertising.
  • Well that add might make me grab a cup...
  • Jeremy
    Fucking Good Coffee, Ha! Love it!

    Though if it is not that great, the complaints might get out of hand. "This coffee was definitely not fucking good"
  • Veribatim
    I especially like the "don't give any away" part! That is a fantastic marketing tactic. Good general branding too.

    Great little story, thanks.
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