When a fresh pot has been brewed and its almost wooden scent splinters the air, everybody in the room (even the non-coffee drinker) is lifted. I envy any advertiser with a coffee-related client.
“Morning coffee is like an airplane oxygen mask – you put the mask on first before helping the others.”
Writing copy for the jar itself must be a joy – just three lines of creative space to describe why these particular beans have a flavour too good to miss out on. It’s like a haiku but instead of a picturesque riddle, the content is crafted around something worth talking about, something critical to productivity and daily happiness.
Let’s take Cafédirect’s Machu Picchu coffee from Peru:
“Using the same award-winning 100% Arabica beans as our Machu Picchu Roast & Ground, this single origin instant coffee retains the rich, smooth taste with dark chocolate overtones that are so distinctive to the Machu Picchu region.”
Ignoring the fact Cafédirect’s writer expects the customer to already know about their Roast & Ground product, this one line does the job.
Loads of hot drinks are described as ‘rich’ or ‘smooth’ but I think those words work (accidentally or not) on a subtle level here – reassuring the reader that this coffee will feel familiar enough for any open-mind to try.
The ‘dark chocolate overtones’ are what make this coffee ‘the shit’ and by attaching that unique taste to the origin of the beans, the customer feels like they’re sampling a piece of Peru with this fresh twist on coffee.
In my opinion, that has become the key to loyal customer acquisition in recent years – offering something truly unique. Starbucks and Costa will always be successful (dodging tax helps) but the modern day coffee lover is looking for that rawer taste,…,it’s the modern consumer who loves the caramel macchiato.*
“This some serious gourmet shit.”
If you could jar-up the texture and freshness of a home-brewed Peruvian coffee, it would sell at a premium price to aficionados who want that to be their drink. NESCAFÉ Original is semi-doomed in the same way as the gastro pub – younger generations are seeking out fresh experiences over the generic.
The idea reminds me of that controversial scene from Pulp Fiction where Tarantino’s character brings the ‘gourmet shit’ on Samuel L and John Travolta.
Humanity’s need for coffee is akin to its need for chocolate and that need is never going to disappear. Battling for market share depends on two things; great tasting product and seamless marketing.
Where’s the sensory language?
With an industry so globally interesting to write about, Cafédirect has no excuse to not revise its average copywriting on what is actually a nice, smoky-tasting, jar of instant.
The subject matter is a content writer’s dream – whoever has that responsibility for Cafédirect owes it to us all to do a better job,…,in my thirsty opinion anyway.
People can travel the world in more ways than one and for me, tasting a brew sourced from somewhere I can’t visit without first having an injection, is one of those ways. I want to go on holiday every single day and I see the content on a jar of coffee as the metaphorical brochure – the ideal blank page for any creative copywriter.
Every day’s a school day:
The world’s first webcam was invented by scientists at Cambridge University, purely to monitor the fullness of their coffee pot.
*I love the Starbucks caramel macchiato but if I had the option to try some weird coffee that I can’t pronounce the name of, served from an independent vendor, I would take the latter every time.