Drink Responsibly For a Limited Time
When I pulled up to my local Chevron to get gas for my car, I had to laugh when I saw this ad for Van Houtte coffee.
At the top left corner of the ad, it read: “Drink Responsibly.” At first, my mind went directly to not drinking alcohol and driving, yet, there was a big picture of a disposable cup of Van Houtte coffee as the main graphic. There was also a Fair Trade logo and an indication that the coffee is organic. The message now became clear: “You are drinking responsibly by drinking fair trade organic coffee.”
Unfortunately, the ad has one glitch. At the very bottom of the poster, it reads: “For a limited time only.” To me, this ad was not well thought out for two reasons. First, the message should have been: “Drink responsibly, offer available for a limited time only.” Not “Drink responsibly for a limited time only.” Secondly, showing the coffee in a travel mug would have been more in line with sustainability, fair trade and organic coffee consumers’ perspective.
What do you think?
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