In advertising, a great catch phrase can make or break a product.

Everyone knows Lay’s “Betcha can’t eat just one,” “Got Milk?”, and the pervasive “It’s Miller Time!” – because they touch on some nerve that resonates with people in a positive way.

Enter Seattle’s Best Coffee. In an apparent attempt to emulate big brother Starbuck’s by producing some ridiculous milkshakes in the guise of a coffee-related beverage, the chain is now offering “summer beverages” Mud Pie Javakula, Mint Chocolate Javakula and a Coconut Cream Pie Cremekula. It is the last of these three atrocities that interests me the most because of what I saw this morning.

On the brand’s Facebook page, they declared the following in describing the drink:

Now if that doesn’t get your mouth watering, I don’t know what will.

“Excuse me… Ms. Barista – could I have my usual 48 ounces of Coppertone? You know how I love that creamy, delicious taste of summer!”

Shockingly, fans of the brand did not respond as favorably as predicted.

“really nasty way to discribe a drink”
“That does not make me want to try this.”
“Coffee that tastes/smells like suntan lotion?! GROSS.”
“’Coconut infused frozen coffee creaminess’ next time, sheesh.”

Now THAT is what we want to see from advertising – especially from dedicated followers! I’m so glad they threw in the part about being better tasting than Hawaiian Tropic – but that might be called “burying the lead” in my book.

I would link to the post, but it seems that the brand has taken it down – apparently some birds aren’t meant to be caged. Their feathers are just too bright.

In the meantime, I’m sure the ad gurus are busy refining the slogan – except this time with a tie-in to new flavor – maybe the Banana Boat Cremekula.

Update: 4 days after this original posting, Seattle’s Best gave it another crack with their Facebook sloganeering:

Ed: the post was corrected to note that SBC is owned by Starbucks, and is not a competitor.

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2 Responses

  1. vampyroteuthis

    FYI Seattle’s Best is owned by Starbucks – they were bought out a decade ago. Also that drink description – who the heck OK’d that? Ah – looking back it seems the description was posted to Facebook. Guess there’s a lot less forethought involved in one-lined posts.

  2. Pia Kreisman

    I think the name “Sunscreen Coffee” is a bit off for coffee-holics especially that it’s a never-before-seen-and-tasted coffee. It may be a bit catchy for a name but one will not be surprised if it has negative feedback since sunscreen and coffee doesn’t really sound good together. But it all depends upon the person whether he or she would like to try this one-of-a-kind drink 🙂


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