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_ A strong coffee targets book readers and video rental customers
Surely night shift working people drink coffee while they read, so they can stay awake. But as far as I know coffee is mostly consumed in the morning, while reading and movie watching are mostly done in the evening.
Melitta is advertising a strong coffee.
And these ads were placed in some bookstores in US (the first one) and video rental shops (the second).
Some links are missing… maybe because the ads were not placed in the right place.
For example, If they would’ve been posted in non-stop libraries - where coffee is badly needed by readers – I think it would’ve been a better choice. There people might be more receptive to a strong coffee message.
Wednesday 7 March 2007 - 9:42 PM
misto asta
Wednesday 7 March 2007 - 10:46 PM
Good point. It would have been a great choice to have these in non-stop libraries.
However, there are two things that we should take into consideration regarding their choice of ad placement:
1. The Melitta identity. Not that I’ve done any extensive research on the subject, but a search on Google revelas their choice of call to action phrasing: “Indulge yourself with the savory taste of Melitta’s award-winning coffees.” A little browsing on their website reveals much the same ideea: cofee firstly for pleasure, secondly for necessity.
2. The american ideea of coffee. This is the country of Starbucks
I think they’ve turned coffee into a cult pretty much, there for the indirect benefits are more important than the direct ones (staying awake).
I think that this ideea was based on the pleasure of savouring a cup of coffee while taking the time to relax. Yet another indication from my point of view is that they’ve placed the ads in video rental shops. I can understand staying awake to read a book because you have to. In this case you’ll probably drink coffee to keep alert. In the case of movies however…I for one would much rather just go to sleep if I’m tired (and I usually am)
Of course, since we’re talking about strong coffee, there’s room for debate. Maybe their selection of exotic coffees would’ve been more justified for this particular situation.
Bottom line is, I think this is aimed at people who feel the need to stay up for more than just work rather than at people who need to stay up.
If you happen to come across any official information on the ideea of the campaign, please point me towards it. I’d love to check it out.
Thursday 8 March 2007 - 11:02 AM
Ramona, it’s good to have you posting here! (first time I believe)
Well either way (“people who feel the need to stay up for more than just work rather than at people who need to stay up”) Melitta claims “strong coffee” in a context where people come to acquire relaxation solutions.
But a strong coffee does exactly the opposite, it keeps people awake and in alert.
Thursday 8 March 2007 - 11:55 AM
Thanks for the warm welcome
. It is the first time I post here, although I’ve been following your blog for a while now. Sorry for the delay 
True, the context is of relaxation and the coffee is strong. Truth be told, I don’t think that the two are that contradictory anymore. I for one (and most of the people I know) are generally to tired to read a book or even watch a movie. I would drink a strong coffee if it keeps me up for long enough to enjoy books other than user manuals for software or on other subjects than branding, strategy, media and so on
.
Basically, I agree with you: strong coffee ads belong in non-stop libraries.
The point I’m trying to make is that, apparently, Melitta’s strong coffee ads, belong in book stores, in the russian literature section. I think the psychographic profile of the audience they’re targeting is a bit different from that of other strong coffee brands.