Tag Archives: beverages

Clear Coffee – No Stains!

How many times have you spilled your coffee, and then had to deal with the dark stain left behind? My desk and papers are littered with coffee stains. But, those days are nearly at an end, thanks to CLR CFF – billed as the world’s first clear coffee drink.

The new beverage is made from Arabica coffee beans and water using a product method that makes the coffee colorless. The coffee does not have any preservatives, artificial flavors, or other sweeteners, giving the drink a low calorie count with only four calories. And of course the best part – if it spills, no stain!

Unfortunately for all U.S. coffee aficionados (who might be a little clumsy), CLR CFF is only available at select locations in the U.K. and Slovakia, or from the company’s Web site. So for now, be careful not to spill your current cup of coffee!

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show CLR CFF video: https://youtu.be/ikZ3vBsewjU
  3. Web site: http://clrcff.com/
  4. For this product, what is the target market?
  5. Divide students into teams and have each team develop a profile of a target market for this product. Include demographics, psychographics, behaviors, values, attitudes, etc.
  6. Based on the target market profile, what makes this product ideal for these customers?
  7. Debrief the exercise.

Source:  Buzzfeed, Brandchannel.com

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A Year after Super Bowl Ad: Death Wish Coffee

In the 2016 Super Bowl, small business Death Wish Coffee beat out 15,000 other small businesses to win a 30-second Super Bowl commercial, funded by Intuit QuickBooks. Before the commercial, the company had days where it sold low amounts of coffee each day from its Web site and New York coffee shop. What would happen to the business after the Super Bowl?

Before the Super Bowl, the company’s Web site had a resting count of approximately 500 visitors. By the time the ad finished running, there were more than 147,000 unique visitors on its Web site, and almost all were from mobile devices. And, during the Super Bowl game time, Death Wish Coffee sold more than $250,000 of coffee.

Today, the company is doing great and is still growing by leaps and bounds. In 2015, Death Wish Coffee had approximately $3 million in revenue, and their estimate for 2016 was an optimistic $10 million in revenue. But of course, that was BEFORE the Super Bowl ad. By the time last year ended, Death Wish Coffee revenue had doubled its estimates to $20 million!

“Super Bowl commercials work!”

Group Activities and Discussion Questions:

  1. Discuss the risks and benefits of advertising at the Super Bowl.
  2. Show the Ad Age’s recent interview with the company: http://adage.com/article/special-section-super-bowl/death-coffee-s-year-long-super-bowl-high/308371/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1490741042&utm_visit=226837
  1. For backstory about how this ad was developed, show the video “Anatomy of an Ad”:  http://adage.com/videos/a-super-bowl-death-wish-part-3/493 (Note: There are three videos in total that explain the process of developing the commercial. Students will find these behind-the-scenes interesting.)
  2. View the company’s Web site: http://www.deathwishcoffee.com/.
  3. Discuss why this ad and company have been so successful.

Source:  Ad Age Daily

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Sharing Happy Hour with Pets

Americans increasingly treat pets as more than just an animal or belonging – we treat our pets as important members of the family. Pet owners now look for healthier choices and lifestyles for pet care, fundamentally shifting consumer behavior and spending. The pet care industry represents more than $20 billion in the U.S., and, according to Nielsen Research, 95% of pet owners consider their pets to be part of the family. This attitude carries over into shopping for food, treats, toys, and specialty items.

Therefore, it was just a matter of time for companies to develop new product so that humans could share celebrations and happy hour beverages with their pets. The newest category of product is faux wines for cats (and dogs, too)! With clever names and packaging, the category is expanding. People can buy their kitties bottles of “Catbernet,” “Pinot Meow,” and “Meowgarita” from Denver-based Apollo Peak. Or, buy “Dog Perignon” and “Dogtini” from Pet Winery in Fort Myers, Fla.

Of course, since alcohol can harm animals, these wines are actually alcohol-free. Using organic ingredients and catnip, the beverages are aimed at people who want to enjoy celebrations with their pets. But, as most cat owners know, cats can be quite finicky. In taste tests, some cats loved the products, while other cats simply showed their disdain.

Happy hour, meow?

Group Activities and Discussion Questions:

  1. Poll students: How many have pets? How much do they spend on their pets?
  2. Show the Web site for Apollo Peak: http://www.apollopeak.com/
  3. Also show Pet Winery: https://www.petwinery.com/
  4. Videos can be viewed at:

https://youtu.be/g1b4V_DJ-oo

  1. The Chew: https://youtu.be/4DiO8MZTmnU
  2. Divide students into teams.
  3. Using a market-product grid, have students develop target markets for pet owners. Then, put categories of products across the top (Ex: food, toys, treats, wine…)
  4. Which target markets represent the best opportunity for pet wines?
  5. How should the products be marketed?

Source:  New York Times, Nielsen Research

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