AD COPY

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Headline: Looks good - Tastes good - Feels good - Is good

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Copy: You "get" good. So do we. That's why you'll get something good every time you step inside one of our many shops in NYC.

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[Logo] JOE Coffee Company

 

Tagline: Good is what you get

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AD PLACEMENT: Vertical "phone booth ad," maybe near a subway station or bus stop

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ADVERTISING PROBLEMS​, SOLUTIONS

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Lack of Awareness

During my time at Joe Coffee, I've noticed customers often ask, "Are there other 'Joe's'?" Or, "Is this the only Joe Coffee or is it a chain?" This indicates that a population of the customer base seems unaware of other locations that might be closer to them or allow them to easily drop in at a future time.

 

That's why the ad copy includes the implicit Call to Action, "step inside one of our many shops in NYC." The ad reveals that the coffee shop is a chain and something the customer should Google or look out for when commuting or traveling through the city.

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Competition

Starbucks, by way of example, leads the coffee game in terms of company size and number of locations. But on an individual level, Starbucks can't compete with Joe Coffee's food and drink offerings. Besides perhaps tasting better and being slightly healthier, Joe Coffee's products seem more unique, more thoughtfully sourced, more carefully crafted.

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The headline of this ad sneakily attacks a company like Starbucks' shortcut, factory model and asserts its own superiority by appealing to the "coffee snob." It also simultaneously identifies the emotional benefits of Joe Coffee beverages (and food -- for that matter -- although food isn't pictured here).

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LOOKS GOOD - The baristas at Joe Coffee are trained in latte art, which can't be said of bigger chains like Starbucks. They're also taught to carry themselves and present products with a level of excellence that just can't be said of many other companies. The products look good -- they're beautiful -- which makes customers smile, increasing their level of happiness.

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TASTES GOOD - Every product I've ever tried at Joe Coffee has some competitively awesome flavor to it. (Of course, maybe I've wasted most of my life eating and drinking bad products!) Their wide variety of unique product flavors is impressive and can only be described as above par. This can't be said of every coffee shop's offerings.

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FEELS GOOD - People are always saying what a "good vibe" Joe Coffee has. It's the visual aesthetic, the cleanly environment, the music, the pleasant aroma, the above-and-beyond service.

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IS GOOD - This phrases concludes the headline and makes the statement the preceding three lines have been proving and leading up to. By this point, the reader should be associating the word "good" with Joe Coffee.

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Tagline - Good is what you get

This tagline ties up all of the copy in the ad. It's the promise the ad makes to the reader: When they go into Joe Coffee, they're guaranteed "something good" -- and the implicit message there is, "Something better than your mom-and-pop shop or giant coffee chain."

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People want good drinks, but huge coffee chains can hardly deliver on that. You have people coming into Joe Coffee asking for "no foam" instead of "wet," people asking for "iced cappuccino" instead of the proper "iced latte." Firstly, Joe Coffee lattes don't really have much foam, and secondly, iced cappuccinos are sort of a false idea. So why do people order this way? They're dissatisfied with the coffee beverages they've had in the past at other food establishments. So I interpret this odd type of request as, "I'm trying to get a drink I like that isn't from Starbucks or Dunkin' Donuts."

 

Joe Coffee delivers on the promise of good products. Which, unfortunately, is not necessarily the norm of other companies. That's why the tagline, "Good is what you get," differentiates the brand. In the gigantic world of competitive coffee service, companies often sacrifice "good." Joe Coffee just doesn't.

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