When it came time for McDonald’s to introduce McCafe coffee and espresso we took an everyman approach to illustrate how silly it is to overpay for coffee. We created unsnobbycoffee.com where customers could learn all about the various drinks, play an espresso themed pinball game and create a Mad Libs style Snobby Coffee Intervention that they could send to friends.
Along with that we created tease/reveal outdoor that got the message across in a clear and impactful way.
We also gave birth to the snobby coffee advisor — a talking cup (a comedian hidden inside) with a penchant for pointing out how dumb it is to pay $4 for a cup of coffee.