Shown below are three 6 sheets and a TV ad for a brand of coffee - by coincidence it's the coffee I have in my house, and for instant coffee it doesn't taste too bad.
However, if another coffee brand were interested in my custom there would be a few things that might tempt me to give them a go. Things like quality of their beans, knowledge of their ethics, what it smells and tastes like etc - the sort of things common sense says you might wish to include in your 6 sheet or TV advertising.
With that in mind let's look at how Gold Blend have approached trying to get new customers (at least that's what I think they're doing).
They are the coffee brand that will give you a hug
They are the coffee brand that will get you home on time
They are the coffee brand that puts dinosaurs before dishes
Now if you can work out exactly what they are trying to do here, I think we should swap jobs. Hugs? Shoes? Dinosaurs? All I want is for you to tell me why you make really good coffee in an interesting and informative way - and I'll do the rest when I'm doing the shopping.
But if you want real clarity about the campaign and why you should start buying Gold Blend, rest assured, they've done all that in the TV ad.
Confused? I've got a feeling we won't be the only ones.