Marketing Blurb loves coffee more than the next pundit. Without coffee we would not have enough fuel to author this blog. But we won’t drink just any coffee, which is why you will not find a plastic canister of Folders on our property. Procter & Gamble does not like the fact that folks like us are coffee snobs. As such, P&G has decided to enter the
premium coffee arena with a new line of gourmet flavors wrapped in shiny bags.
We’re talking
espresso roast and
caramel drizzle, backed by $ 20 million in advertising beginning in September. Rather than compete against the Starbucks fanatics, Procter & Gamble is after those coffee drinkers who brew their own java at home, but still appreciate finer coffee as a special treat. This is the so-called “occasional premium coffee drinker.” P&G says that in 2003, 54% of US coffee drinkers fit that profile.
Marketing Blurb believes that if you must brew and drink your own coffee—forget tin cans or plastic canisters and find some real beans to ground fresh. Oh, and if the P&G folks are reading—send us this stuff—we are always game to try something new. We learned about this from
The New York Times (free registration required.)
Photo Credit: The New York Times
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