Seattle’s Best Sunscreen Coffee

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.