Quote:
Originally Posted by vangogh
Keep in mind no one ever suggested any of the copy is what Peet's should be using. This is really all just improving one specific piece of copy they are already using on a sign. Their sign is the one that's trying to send the message "we're better than everyone else." So the new copy is being suggested within that context, because that's the context Peet's set up with their sign.
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Very true Steve... I guess what I don't like about the copy is the "we're better than everyone else message" it is a common theme in advertising and I think it's trite. I want to know what a product is going to "do" for me - if you simply tell me you are better than everyone else I think that you simply don't know enough about what you are doing to give me some real information about your product or service.
As the CBS Creative Steve's has mentioned before graphic designers are usually a cynical lot so maybe I'm just living up to the stereotype but really I don't buy products just because the advertising says they are the best - I buy because of proven track records, information that makes me think I should try the product or service, or for coffee maybe one-liners like... "tantalizing your taste buds" it still doesn't really say anything but I like the mental image I get better than the one I get with "better than Starbucks" or "unlike any coffee you've ever tasted before"
I have to stop here and say that I've written ad copy before that says "we're the best" if that is what the customer wants and I can't talk them into something else then that is what the customer gets... at that point I'd have to say that I like the final version of ""FREE TASTE TEST Are we better than Starbucks?" better than the original - "unlike..." and I like it better because - it gives the customer an action point and a question to resolve - the action is participating in the free taste test and then they can decide if the coffee is better than Starbucks - the customer becomes more involved with the advertising and is more likely to remember Peets than if they just walked past the sign that said "unlike..."
OK, there's my 2¢
