Ugly Mug & the Truth About Coffee

18Feb08

Our job as marketers is to fabricate an image for the products we sell. Preferably one that consumers find appealing. One that makes you feel like a better person for having chosen said product. Something that people will connect with. Unless you’re the Ugly Mug Coffee Company. In which case, you remind consumers of what life is like without your product. And it ain’t pretty.

AdRants shares the result of the company’s latest re-branding efforts here. The campaign uses irreverent humour to point out something nearly everyone can relate to – without our morning coffee, we’re a cranky bunch. It doesn’t communicate the many flavour varieties available. Nor does it discuss the company’s commitment to fair trade. Because it doesn’t matter. You have my attention and I’m sufficiently motivated to learn the rest of the story on my own.

Nicely done, Ugly Mug.

Ugly Mug - Morning People