Thank You for Caffeinating: campaign converts java junkies

I’m suspicious of folks who give up caffeine (and I happen to work with some). “I was addicted,” they explain.

Yeah. And?

Hi, my name’s Rachel and I’m a caffeine addict. 4 years and counting, thankyouverymuch. You may have spotted me at Kenmore station weekdays at 8am, waiting for the 57 and clutching my steaming travel mug like it’s a rope and I’m Indiana Jones in a pit of snakes. And have you seen the design on my Twitter page?

I’m just one of the many who rely on their daily cup of Joe to prevent them from becoming walking zombies.

With a dedicated market of die-hard customers, it makes perfect sense that java industry giants are battling tooth and nail for the title of Coffee King. And the up-and-coming contender might surprise you: McDonald’s.

While Starbucks and Dunkin’ Donuts vie for #1, Mickey D’s is putting $100 million into a marketing campaign convincing consumers that the Golden Arches have the best brew in town. And it’s working:
“McDonald's gains ground from rivals with marketing blitz of McCafé brand”

I work in B2B, not B2C – and our clients are innovative tech companies, not retail moguls – but this story is a good reminder of the power of a strong message – over and over. Starbucks and Dunkin need to step up their game, because someone’s betting $100M that coffee-drinkers should get their fix at the same place they buy their Big Macs.

 - Posted by Rachel Round

Comments

[Danielle DiGiovanni]

Did you know that caffeine has been found to reverse memory loss in mice that were bread to have Alzheimer's symptoms? http://www.sciencedaily.com/releases/2009/07/090705215237.htm

So, tell the non-caffieine adicted co-workers that you're keeping your memory sharp. ;-)